BT sets phone box legal office in the town of Saul to promote Better Call Saul

Saul Goodman's UK law office

BT TV has landed in Gloucestershire’s town of Saul in a very British themed promotion of Breaking Bad spin off Better Call Saul.

An office for the renegade lawyer Jimmy, played by comedian Bob Odenkirk, has been installed in a British phone box in the town of Saul, affording locals many a photo opportunity.

Dubbed as the wayward legal representative’s international office, the character put out a ‘statement’, penned by creative agency Unity, targeting a number out archaic laws, “it being illegal to fly a kite in a park in an annoying manner,” “sing or chant rude football chants in the street” and “be drunk and in a public place”.

It continues: “I am proud to announce the first J M McGill Attorney at Law office outside of Albuquerque. I have chosen England as my new base after finding out that those folks with a stiff upper lip have some ridiculous laws. Only within England and Wales can someone get into legal trouble for having one too many drinks, vacuuming in the evening, dressing up as a sailor and even flying a kite in a park… crazy Brits.”

Jonathan Boseley, general manager of BT TV content, said: “We're delighted that Saul has decided to set up his UK office in Saul. We're hoping he makes an appearance at our iconic phone box, but if he doesn't we’ll just have to follow this quirky character on our screens from Tuesday on AMC, exclusive to BT customers.”

The series lends itself to experiential stunts like the BT activation also touched down at SXSW where a Los Pollo Hermanos outlet was installed.

The show makes its UK debut to BT customers, 27 June.

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