BT challenges bad broadband choices at home in this campaign by Saatchi & Saatchi

BT challenges bad broadband choices at home in this campaign by Saatchi & Saatchi

A campaign by Saatchi & Saatchi

BT has launched its new ad campaign which challenges the UK to think a little harder about their choice of broadband provider.

The campaign asks consumers why they’re willing to buy the best smart devices, tech, and streaming services if their broadband provider continues to let them down. 

The creative focuses on the certainty BT can offer of reliable wi-fi guaranteed in every room. Home Tech Experts customers can book in 2-hour time slots, a connection to EE’s 4G network if their broadband ever goes down, and the tools and support they need to keep their family safe online. The campaign builds upon BT’s Beyond Limits brand platform.

A familiar scenario plays out during the tongue-in-cheek ad, depicting the trials of working from home such as poor signal causing feedback and pixilation when on all-important, and now ever-common, video calls. 

We see Paula being ‘signal-shamed’ one call at a time, as the voiceover questions her choice of broadband provider before revealing BT’s Complete Wi-Fi guarantee of reliable wi-fi in every room, or £100 back. The second TV ad will air later in September.

The TV ad campaign will be supported across radio, outdoor, print, social and digital media. The campaign was developed by BT’s advertising agency, Saatchi & Saatchi, with media buying led by Essence and Posterscope.

Pete Jeavons, Director of Marketing Communications, BT said:“Great broadband has always been important to happiness at home but recent events have highlighted this more than ever before. It became absolutely critical – for work, education, connecting with family and friends, even shopping for groceries. When it doesn’t work properly, it constricts our world and we really feel it. This campaign is designed to bring that to life through universal concerns such as strength of connection, online safety and tech support. We’re sure this will resonate with people up and down the UK and instil in them that they shouldn’t be settling for substandard connections.”


Agency: Saatchi & Saatchi
Guillermo Vega
Creative Director:
Will John
Will Brookwell, Mia Silverman, Ryan Price
Agency Executive Producer:
Adam Walker
Nick Roberts, Fabiano Gomes
Sam Wise, Richard Huntington
Business Leader:
Fergus Waddell
Account Director:
Rania Kouros
Account Manager:
Thomas Page
Business Affairs:
Dan McPhilimey
Film Production:
Anonymous Content
Director: Tim Godsall
Ben Roberts
Executive Producer:
Tor Fitzwilliams
: Jono Griffith @ Work
Electric Theatre Collective
Post Producer:
Marie O Brien
Jason Wallis
Sound Designer:
Mark Hills
Audio Producer:
Deborah Whitfield
Music Supervision:
Media Buying Agency:

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