BT "Don't be a 'pixelated Paula'" by Saatchi & Saatchi

BT has launched a campaign urging members of the public to reconsider their internet providers, as working from home continues to be part of everyday life for many of us.

The ad shows "pixelated Paula" (as named by her colleague Stuart) as she tries to meander her way through a web meeting with a poor internet connection.

"Paula was flying high a few months ago, destined for corporate glory," a narrator declares, before remarking that the worker’s performance slumped as she was "signal shamed one call at a time".

It turns out that Paula was using the "wrong broadband provider", according to BT’s trusted narrator.

The work was created by Will Brookwell, Mia Silverman and Ryan Price, and directed by Tim Godsall through Anonymous Content. Media is handled by Essence.

Credits

Brand
BT
Creative director
Agency executive producer
Business leader
Account director
Account manager
Business affairs
Film production
Director
Producer
Executive producer
Post producer
Colourist
Sound designer
Audio producer
Music supervision
Media buying agency