The Drum | BT horror film details nightmare broadband situation

Press May 16, 2022

BT, along with creative agency partner Saatchi & Saatchi and The Mill has released a new ad that takes the form of a short horror movie to demonstrate the power of its broadband.

‘Broadband Nightmares’ opens with the internet router blinking an orange light, before showing a family going about their daily connected lives at home – son and dad downloading a film, mum on a Zoom call and daughter on an iPad. All of a sudden the room plunges into darkness, revealing a new nightmare-like version of the family’s reality – the wifi is down.

The iPad displays the dreaded ‘wheel of death’ and the TV screen shows a warped downloading page. The dad shouts out in despair. Fortunately, the moment is punctured by a BT router and EE router appearing next to each other, restoring the family’s status quo as the voiceover states: “Together BT and EE bring you unbreakable wifi. Only BT’s hybrid broadband is backed up by EE the UK’s best mobile network.”

“We are spending more time at home, especially due to the increase in hybrid working. That’s why it is so important to have a network you can rely on,” said Pete Jeavons, marketing communications director at BT and EE.

“Our new and refreshed campaign highlights our unbreakable Halo 3+ hybrid broadband and reminds our customers and viewers that BT and EE provide the enviable connection needed to get on with the day.”

The spot follows on from the ‘Broadband Rage‘ campaign created by Saatchi & Saatchi last year.

”If your broadband has ever gone down while your kids are watching Peppa Pig or gaming and you’re streaming your favorite show, you’ll know how much of a nightmare your home can become,” added Will John, executive creative director, at Saatchi & Saatchi.

“It can quickly go to quite a dark place. For this campaign we wanted to tap into that and build on the success of our ‘Broadband Rage‘ campaign, dramatizing BT Hybrid Broadband‘s capabilities in a new and insightful way.”


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