BT: Song by AMV BBDO

Agency: AMV BBDO
Client: BT
Date: Jun 2018
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To introduce its new BT Plus plans, BT has a whole city in sync with New Order’s classic new wave track, Blue Monday.

The new brand campaign for BT Plus – which the company touts as the “UK’s first converged fibre and 4G plan offering customers the best connections in and out of the home” – features a woman, Heather, putting her jacket on to leave the house while streaming the catchy tune on a laptop in her bedroom. When she shuts the laptop to leave, the music continues to play as she strolls through the city.

As Heather continues her journey, she encounters people singing in sync to the song, cars and lights moving in time with the music and even a Weimaraner like the one from New Order’s iconic music video crossing the street.

Having arrived at her destination, the audience sees that Heather has been streaming the song on her mobile throughout the journey. As she removes her headphones, the music begins playing through her mobile and we see that the soundtrack to the ad has been streamed seamlessly from the same music video she began watching in her bedroom.

Credits

AMV BBDO CREDITS

PROJECT: BT PLUS ‘SONG’

CREATIVE AGENCY: AMV BBDO

CREATIVE DIRECTORS: ALEX GRIEVE & ADRIAN ROSSI

COPYWRITER: DICCON DRIVER

ART DIRECTOR: ALAN WILSON

AGENCY PLANNER: ALICE ALDRIDGE

AGENCY ACCOUNT TEAM: ZOE ATTENBOROUGH, ANNA COVELL, ALEX HODGES, HELEN LIMBREY, SOPHIE CLARKE

AGENCY PRODUCERS: POLLY LOWLES, CHARLIE THACKER

MEDIA AGENCY: ESSENCE

MEDIA PLANNER: SIMON ROSSO, SHANE MURPHY

PRODUCTION COMPANY: PULSE FILMS

DIRECTOR: 32

XLAB: MATT O’BRIEN

PRODUCTION CO EXECUTIVE PRODUCER: LUCY KELLY

PRODUCTION CO PRODUCER: DEBBIE NINNIS

POST-PRODUCTION COMPANY: JOSEPH TANG AT THE MILL

TELECINE: SIMONE GRATTAROLA

BUSINESS AFFAIRS: CATE KILLEN

AUDIO POST-PRODUCTION: MUZIE THIND AT GRAND CENTRAL

DIGITAL DESIGN COMPANY: XLAB, AMV BBDO

Editor: Sam Rice-Edwards at The Assembly Rooms

DOP: Autumn Durald

Production Designer: Tim Gibson

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