BT ad couple to face break up cliffhanger

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 ( 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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here