ET has been dropped from BT's latest TV campaign, renewing speculation that his days as the company's advertising icon are numbered.
The character is absent from BT's advertising assault on internet 'junkies', which breaks this week following the unveiling of its new fixed-cost service.
Rumours about ET's long-term future with BT have been rife for three months amid doubts about his relevance (Campaign, 3 November). BT insists that no firm decision had yet been taken.
Abbott Mead Vickers BBDO's latest advertising takes its cue from old government information films and shows users of the service being re-taught to do simple things that their constant internet use has led them to forget.
The campaign coincides with the debut of BT Internet Anytime, which gives customers internet access 24 hours a day for a flat monthly subscription of pounds 14.99.
The campaign was written by Mike Nicholson and art directed by Daryl Corps, and the TV commercials were directed by Jeff Stark of Stark Films. The TV campaign is being bought by The Allmond Partnership with radio and press through Zenith.