Creativity

The world syncs to 'Blue Monday' in launch spot for 'BT Plus'

Music-led ad by AMV BBDO promotes U.K.'s first 'converged' fiber and mobile package

By Alexandra Jardine. Published on Jun 11, 2018

Editor's Pick

A young woman sees the world through the lens of New Order's "Blue Monday," in a spot by U.K. telecoms giant BT, highlighting how it can now serve you with telecom both at home and on mobile.

The ad, by AMV BBDO, launches the company's BT Plus service, touted as the U.K.'s first "converged" fiber and 4G plan for customers. Directed by 32 at Pulse, it starts with the young woman first watching the music video at home via her laptop. However, when she leaves the house, the music seamlessly keeps on playing. She encounters people singing in sync to the lyrics from the song, sees cars and lights moving in time with the music and there's even a Weimaraner dog like the one from New Order's 1988 music video crossing the street. Finally, she removes her headphones and we see that she's been streaming the track on her phone.

The music-led spot is refreshing for a somewhat conservative brand like BT, seeming to take its cues from the likes of Apple -- it debuted last Friday during "Love Island," a hit ITV2 show beloved of millennials. It's part of a wider campaign will run across TV, OOH, cinema, radio, video and social channels.

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Credits

Date
Jun 11, 2018
Client:
BT Plus
Agency:
AMV BBDO
Creative Director:
Alex Grieve
Creative Director:
Adrian Rossi
Copywriter:
Diccon Driver
Art Director:
Alan Wilson
Agency Planner:
Alice Aldridge
Agency Account Team:
Zoe Attenborough
Agency Account Team:
Anna Covell
Agency Account Team:
Alex Hodges
Agency Account Team:
Helen Limbrey
Agency Account Team:
Sophie Clarke
Agency Producer:
Polly Lowles
Agency Producer:
Charlie Thacker
Media Agency:
Essence Digital
Media Planner:
Simon Rosso
Media Planner:
Shane Murphy
Production Company:
Pulse Films
Director:
32
Xlab:
Matt O'Brien
Production Co Executive Producer:
Lucy Kelly
Production Co Producer:
Debbie Ninnis
Post Production Company:
Joseph Tang
Post Production Company:
The Mill
Telecine:
Simone Grattarola
Business Affairs:
Cate Killen
Audio Post Production:
Muzie Thind
Audio Post Production:
Grand Central
Digital Design Company:
XLAB
Digital Design Company:
AMV BBDO

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