Abbott Mead Vickers BBDO unveils its first work for BT pagers this week
with a pounds 5 million press and TV blitz targeting busy families.
The campaign for BT Mobile reflects a recognition by BT chiefs that
there is still a large market to be exploited among families who have
not invested in mobile phones.
The 40-second commercial links three different scenarios with the line,
‘you’ll get the message’, all backed by the Bee Gees’ track, I’ve Gotta
Getta Message to You.
The first spot features messages sent between members of a family on the
arrival of a baby. The second features a message sent from a husband to
his wife after a romantic weekend and reads: ‘Morning sexy...’
Bob Hoskins appears in the final vignette. As he stands in a formal
line-up at a film premiere, he gets a silent message from the
commissionaire that his shirt tail is hanging out.
The film was written by AMV’s Tom Jenkins and art directed by Stuart
Baker. It was directed by Nick Lewin for Cowboy Films. The
campaign will break on national TV at the beginning of October and will
be backed by a national press campaign. Media buying is through IDK
‘This product will change people’s lives,’ Danuta Gray, BT Mobile’s
general manager, said. ‘But it will have a particular impact on busy
families, which is why we are targeting them. We feel this has more
potential than any niche sectors of the market.’