People tolerate abuse in BT Yahoo! campaign

Fallon has unveiled its debut ad campaign for BT Yahoo! Anytime, which uses everyday situations to emphasise how you don't have to accept bad treatment online.

The TV, print and radio campaign, which breaks on Monday, dramatises the terrible treatment that people put up with in life, in contrast to the service standards at BT Yahoo!

In one ad, a mother and her young son go into a newsagent. While the mother flips through the gossip magazines, her boy climbs up a stepladder and starts looking through the top-shelf titles. The mother doesn't notice, however, because she is too busy reading.

The voiceover states: "You wouldn't accept it in life. Why accept it online? Get parental controls that help stop your kids looking at things they shouldn't when you go online with BT Yahoo! Anytime."

In another version, entitled "sneeze", two men are sitting opposite each other on a train. One of the men leans over and sneezes directly in the other man's face.

The voiceover says: "You wouldn't accept it in life. Why accept it online? You can get virus protection when you go online with BT Yahoo! Anytime."

The ads were written by Jason Gormley and art directed by Micah Walker.

They were directed by James Rouse through Outsider.

Media planning for the campaign was by PHD. Starcom MediaVest handled the press buying, while the television buying was through The Allmond Partnership. ZenithOptimedia was responsible for radio.

The TV campaign will focus on daytime programmes, while the press executions will run in computer magazines and women's weekly titles.

BT handed the advertising business for its BT Yahoo! Broadband and dial-up joint venture to Fallon earlier this year.

Abbott Mead Vickers BBDO previously handled the BT Broadband account, while Clemmow Hornby Inge had managed the BT Yahoo! business until November 2003, when it parted company with BT because of conflict with The Carphone Warehouse.

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