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.
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
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