AMV BBDO unveils its first major BTopenworld campaign

Abbott Mead Vickers BBDO has launched its first major work to

support BT-openworld Anytime and BT-openworld Broadband, the high-speed

internet service.



The TV, cinema and press campaign will run until the end of

December.



The Broadband service is supported by a 40-second cinema execution,

which breaks on 16 November.



The film features a bobsled team in action. Sixty fast-changing camera

angles create a sense of fear and excitement as the bobsled speeds round

the track. Despite the thrill of the experience, however, the passenger

appears rather bored. As a Broadband subscriber, he is so used to a

high-speed internet connection that the ride does not impress him.



Two 30-second TV executions break on 19 November and show how

BTopenworld Anytime customers get used to the freedom of their flat-

rate internet service.



A father in "DIY" wakes his distressed family in the middle of the night

as he gets on with some DIY, while the young man in "pool" loses his

trunks to a guard dog while trying make an after-hours visit to an

outdoor pool.



The executions show how customers have become so accustomed to surfing

the net whenever they like that they want to do everything at odd

times.



Duncan Ingram, the senior vice-president of BTopenworld, commented:

"This campaign captures the speed of Broadband and the spontaneity of

BTopenworld Anytime. As this is our first major campaign for the

BTopenworld brand we wanted to demonstrate our commitment to our

broadband offering and portray an exciting, contemporary company that

puts the customer first."



The work was written by Richard Morgan and art directed by Simon

Langley.



It was directed by David Kellogg through Academy Films.



Media buying is through The Allmond Partnership.