A killjoy father stopping his children having fun is the star of
the new BT campaign to promote its service offering unrestricted
Two 30-second TV spots, produced by Abbott Mead Vickers BBDO and
breaking nationally on Monday, are an extension of the campaign that
launched BT Internet Anytime in January.
In the ads, the father is the symbol of rival metered services by
finding ways of limiting his children's pastimes.
In one execution he hides the family pet. In another he keeps a ball out
of reach. Each execution ends with the family settling down to enjoy BT
Internet Anytime. The service now claims to be the UK's biggest
unmetered provider offering customers internet access 24 hours a day for
a flat monthly subscription.
Lidia Mackow-McGuire, the head of consumer access marketing at BT
Openworld, said: "We wanted to show how important the freedom of access
is to delivering the full enjoyment of the internet."
The ads were written by Ben Kay, art directed by Cameron Blackley and
directed by Peluca for Brave Films. Media is being bought by the Allmond