The BT couple will be at the centre of a “will they or won’t they” break up story as part of a new campaign to launch its “home hub” router product. The ad will air next week.
It is understood that the campaign, which has been created by Abbott Mead Vickers.BBDO, will follow the couple splitting up but will end with a cliffhanger about their future together. The pair were introduced in 2005 when BT bought in actor Kris Marshall to front its advertising (MW June 2, 2005).
The home hub is a voice over router that allows calls to be made over the internet and is “tied in” with the brand’s digital TV service, BT Vision.
BT says the ads are the first phase of new marketing director Matthew Dearden’s new strategy for the telecoms company.
Dearden was promoted to director of marketing for BT’s consumer division in May (MW.co.uk May 19). He joined the telecoms company in 2004 and was previously director of voice services. Dearden’s first move was to centralise BT’s four marketing teams. He reports to John Petter, managing director of BT consumer, who was promoted to managing director of BT Retail’s consumer division in April this year.