The ad features Adam, played by Kris Marshall, and his mother. He is shown calling her on his BT landline at home for a long chat.
Their conversation is interspersed with flashbacks to some of their previous, less successful phone calls. Adam is shown using a mobile and his attention is distracted by playing the fruit machine in the pub, paying the cab driver, or by a car alarm going off as he walks down the street.
The TV ad, which launches tomorrow (17 October, is aiming to target families with children and empty nesters.
Matthew Dearden, BT marketing director, says: “This ad is inspired by how upset people tell us they feel when someone calling them from a mobile doesn’t really pay them proper attention.
“Our ad shows there is a solution – have a proper conversation by phoning from your BT landline.”
The ad campaign was created by AMV.BBDO and was first launched more than four years. There have been 34 executions launched so far. The media agencies are MediaVest and Zed.