BT’s &£40m “mega-campaign” for its entire consumer business will be based around a thirtysomething character called Adam. It is understood that Adam will be played by Kris Marshall, who starred in BBC sitcom My Family.
The campaign, created by Abbott Mead Vickers. BBDO (AMV), breaks on television next week and tells the story of Adam and his partner Jane.
It is thought the ads will be a departure from the traditional family model, as Adam is not married to Jane, who has two children.
An insider says the campaign is more “NescafÃ© Gold Blend than ‘It’s Good To Talk'”, because the campaign will tell a story over a series of executions.
As first tipped in Marketing Week (June 2), BT handed AMV its centralised consumer business in July, following a pitch against another roster agency, St Luke’s. Fallon pulled out of the pitch and quit the company’s roster in June, citing creative differences.
BT’s advertising had been split between the three agencies, with each one creating individual campaigns for different parts of the business.
St Luke’s still works on BT’s business-to-business account but AMV’s campaign will bring all of BT’s businesses – including broadband, fixed-line and phone books – under one banner. It is understood the TV ads will be supported by radio, print and direct marketing.