AMV BBDO: BT ends internet claustrophobia

6.35pm. Mad House. This is how AMV BBDO’s commercial for broadband provider, BT, begins. Then the film depicts one. If it makes you feel hectic watching it (and it will), the ad has done its job. There are so many internet provider ads out there. Luckily for BT, AMV BBDO has hit on an arresting ad idea and a standout execution. BT is the only broadband provider to guarantee a wi-fi signal in every room of the home and AMV BBDO has presented that promise with a metaphor that wows.

The campaign leads with a 40-second TVC showing the frustrations of having limited wi-fi at home by bringing the internet world to life inside the house. It’s a hectic claustrophobic scene – and that’s BT’s point exactly. Around 10 million homes in the UK need a solution for their wi-fi dead spots.

Supporting the TV component are out of home, digital out of home, press, radio, digital and social advertising and a partnership with Global Radio, sponsoring the Heart Breakfast show from Monday February 4.

David Stratton, general manager of marketing at BT Sport, TV & Broadband, stated, “We know our customers want to make the most of every room in their home by being able to get online throughout the house. This latest campaign highlights the difference good wi-fi can make to the home in keeping modern families happy – whether it’s watching movies in the bath, gaming in the bedroom or streaming music in the kitchen. Our new Complete Wi-Fi solution sets your internet free as we open up a world of possibilities for our customers.”