BT is to focus for the first time on the cheap cost of calling a mobile from a landline, in the latest instalment in its long-running campaign staring its Adam and Jane characters.
The new television and radio executions, created by Abbott Mead Vickers.BBDO, will show Adam, played by actor Kris Marshall, and Jane, played by Spooks actress Esther Hall, getting back together.
It will break this weekend (2 May), and shows Adam calling his parents to give them the good news about his relationship. Jane in turn calls her friends.
The ads will aim to promote the benefits of BT’s home calls to mobile service, Friends and Family Mobile. The voiceover says: “Whether you are saying something momentous or something everyday, it’s better when you take your time and use your BT landline.”
BT says its research shows that the ads are recognised as BT within three seconds of airing, with viewers often contacting the company requesting that the fictional couple – who have starred in 25 different ads since hitting UK screens two years ago – get back together.
When the campaign first launched in May 2007 it promoted its new broadband TV service BT Vision, highlighting the “flexibility” of the service.
In February, BT announced its plans to merge its BT Vision marketing team with the consumer marketing team. It is led by director of consumer marketing Matthew Dearden.