ID Comms

BT goes back to basics but is there anything there?

BT and agency AMV BBDO seems to have given up on expensive celebs – Ryan Reynold and Alec Baldwin among them – to try to recreate it’s glory days of ‘it’s good to talk’ and many before that. Didn’t they have a fluffy bird at one point? They certainly had Maureen Lipman.

So the new line is ‘Be There’ and the launch ad for BT Infinity features one of those tech-enabled family moments.

BT is in the dog house on numerous counts of course: rotten internet speeds and reach, lousy customer service and, on the business side, a moment of accounting carelessness in Italy that’s cost it hundreds of millions.

So it can’t say all that much and doesn’t here. MAA creative scale: 5.

BT Sport is a different matter, it’s rather good although you can argue that BT should stick to its last. But it seems to be dragging in customers and it’s offering BT Sport free for a year up to August 15, with the Ashes on the menu it seems.

So here’s Tottenham’s Dele Alli showing his all-round sporting prowess (or not, when he comes up against rugby’s Maro Itoje in the boxing ring)

More like it but, to be fair, there’s something to say.

MAA creative scale: 7.

Does Maureen Lipman from the 1980s still hack it?

Via a deteriorating film, yes. Maybe BT should spend some of its millions sprucing these up. It could then run “it’s good to text/stream” or whatever.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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