BT launches campaign to challenge broadband status quo

BT, the UK’s largest provider of fixed-line, broadband and mobile services, launches its new ad campaign which challenges the UK to think a little harder about their choice of broadband provider. 

The provocative campaign asks consumers why they’re willing to buy the best smart devices, tech and streaming services if their broadband provider continues to let them down. The creative will bring to life the certainty BT offers including; reliable wi-fi guaranteed in every room, Home Tech Experts customers can book in 2-hour time slots, a connection to EE’s 4G network if their broadband ever goes down, and the tools and support they need to keep their family safe online. The campaign builds upon BT’s Beyond Limits brand platform, helping to remove the barriers of today to realise the potential of tomorrow. 

A familiar scenario plays out during the tongue-in-cheek ad, depicting the trials of working from home such as poor signal causing feedback and pixilation when on all-important, and now ever-common, video calls. We see character Paula being ‘signal-shamed’ one call at a time, as the voiceover questions her choice of broadband provider before revealing BT’s Complete Wi-Fi guarantee of reliable wi-fi in every room, or £100 back.