Creativity

Paper planes are a metaphor for communication in BT's latest spot

Frederic Planchon directs uplifting spot for AMV BBDO

By Alexandra Jardine. Published on May 18, 2018

Editor's Pick

British telecom giant BT goes down the epic route in its latest big brand ad, which centers on paper planes as a metaphor for digital communication.

Created by AMV BBDO and directed by Academy's Frederic Planchon, the spot is set to the uplifting sounds of '80s track "It Must Be Love" from Madness and opens with a girl opening a tower block window and throwing out a paper plane to her boyfriend in a different apartment. Planes also fly around a classroom, encircle a train, flutter round the cot of a newborn baby and its family and a single one brings comfort to a lonely guy in a cafe. It ends with the boy sending back a giant plane to his girlfriend, as BT tell us: "Every momen of every day, we'll help you be there."

As a way of making everyday texts and emails look more romantic, it's not a bad one.

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Credits

Date
May 18, 2018
Client:
BT
Agency:
AMV BBDO
Client:
Zaid Al-Qassab
Client:
Dan Ramsay
Client:
Chris Wood
Client:
Andrew Ridler
Creative Director:
Alex Grieve
Creative Director:
Adrian Rossi
Copywriter:
Diccon Driver
Art Director:
Alan Wilson
Agency Planner:
David Murray
Agency Account Man:
Justin Pahl
Agency Account Man:
Zoe Attenborough
Agency Account Man:
Nick Andrew
Agency Account Man:
Alistair Nichols
Agency Account Man:
Helen Limbrey
Agency Account Man:
Sophie Clarke
Agency Producer:
Darapen Vongsa-Nga
Assistant Producer:
Sammi Roberts
Media Agency:
Essence
Media Planner:
Rob Breese
Media Planner:
Emma Lodge
Production Company:
Academy Films
Director:
Frederic Planchon
Production Company Producer:
Dulcie Kellett
Executive Producer:
Lucy Gossage
Editor:
Sam Rice-Edwards
Editor:
Nik Hindon
Edit Company:
The Assembly Rooms
Post Production:
The Mill
Producer:
Evelyn O'Reilly
VFX Supervisor:
Gary Driver
VFX Supervisor:
Alex Hammond
VFX Supervisor:
Adam Droy
Audio Post Production:
Sam Ashwell
Audio Post Production:
750MPH
Digital Design Company:
XLAB
Digital Design Company:
AMV BBDO

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