As reliance is being placed on broadband at home more than ever before, the U.K.’s largest telecoms supplier BT will release a campaign to promote its first “unbreakable” hybrid Wi-Fi offer, supported by mobile network EE.
The 60-second “Broadband Rage” ad from Saatchi & Saatchi will run from May 7, depicting people losing their cool when they face broadband issues in their homes, resulting in general anger and destruction. It features a cover of the Basement Jaxx track “Where’s Your Head At,” while the end line states: “One day all broadband will be like this,” as BT aims to build trust in the service.
Alongside national television, the ad will also run across YouTube, radio, podcasts, digital audio, print, display, social, out of home and PPC as well as within cinemas through cinema media buyer DCM as theaters begin to reopen featuring a bespoke execution.
“Our latest innovation demonstrates a step-change in broadband, an unbreakable connection for the moments that matter,” said Pete Jeavons, marketing communications director at BT & EE, in a statement. “In a time when connectivity is more important than ever, buffering, drop-outs, and pixilation, just isn’t good enough. In fact, it’s plain infuriating. Backed up by EE’s award-winning mobile network, BT’s hybrid wi-fi is a bold step towards ending broadband rage, so an equally bold creative to communicate the superiority of our product was paramount.”
Media planning and buying has been handled by Essence.
Credits
CAMPAIGN TITLE: Broadband Rage
CLIENT: BT
ADVERTISING AGENCY: Saatchi & Saatchi London
CCO: Guillermo Vega
CREATIVE DIRECTOR: Will John
COPYWRITER: Tobias Tercic, Philip Gull, Alex Kosterman
ART DIRECTOR: Hernan Dietrich, Helen Giles
DESIGNER: Steve Tinkler, Nick Roberts, Charlie Brookes, Jay de Silva, Marco Balducci
CREATIVE PRODUCER: Jeremy Sharman
CSO: Richard Huntington
PLANNER: Ed Hayne, Mathieu Abet, Ciaran McManus
CEO: Magnus Djaba
MANAGING PARTNER: Jon Tapper
BUSINESS LEAD: Fergus Waddell, Richard Sweetman
ACCOUNT TEAM: Liz Maunsell, Gabi Dwek
EXECUTIVE PRODUCER: Sam Robinson
PRODUCTION ASSISTANT: Magdalenna Kozak
MEDIA BUYING AGENCY: Essence
MEDIA PLANNER: Tom Kislingbury, Rachel Cawley, Patrick Bell
PRODUCTION COMPANY: Riff Raff Films
DIRECTOR: The Sacred Egg
PRODUCER: Jane Tredget
EDITOR: Sam Bould @ Final Cut
POST-PRODUCTION COMPANY: MPC
AUDIO POST-PRODUCTION COMPANY: Jon Clarke @ Factory
