BT "Beyond limits" by Saatchi & Saatchi London

BT launches its biggest brand campaign in 20 years with a spot spanning Britain's digital history.

The ad begins with a schoolgirl reciting Charles Dickens' classic opening from A Tale of Two Cities as she walks through the dreary British streets. Set to Blinded by Your Grace, Pt 2 by Stormzy, it goes on to showcase Britain’s technological advances over the past few decades, from CCTV and Tube improvements to the emergence of broadband. 

The spot ends as the girl enters her tech-savvy classroom – a nod to BT's Barefoot programme, which trains teachers in coding and other computing skills. So far, 70,000 teachers have benefited from the initiative, reaching more than two million children in total.

This comes alongside a record-breaking event at Wembley Arena, a new brand identity and a pop-up that will teach children how to code.

The work was created by Antony Goldstein, William Brookwell, William Helm and Ryan Price, and directed by Max Malkin through Prettybird. Essence works on BT's media planning and buying account.


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