In the TV ads, boyfriend Adam is moving out to take up a job in Cornwall, putting his relationship with Jane under strain. Adam is later seen struggling to talk to Jane over instant messaging using a non-BT router; when his wireless signal cuts out, viewers are left to ponder whether the couple will be splitting up.
The TV and print ads have been created by Abbott Mead Vickers BBDO, while Ogilvy One has put together a supporting direct marketing drive. Agency.com, will implement an online ad that will allow users to rotate an image of the Home Hub product.
The £10m campaign, which breaks on 19 July, is the first overseen by Matthew Dearden, the recently appointed marketing director for BT Retail Consumer. Dearden was promoted from his previous position within BT as director of voice services and devices.
The BT family, created by Abbott Mead Vickers BBDO, were introduced in 2005 to show how BT can help the modern, everyday family. The first executions showed Adam moving in with Jane and her two children from a previous relationship. Though at first he was regarded with suspicion by 13-year-old Joe and nine-year-old Lucy, Adam slowly won their favour through the use of a series of BT products.
So will BT break up its on-screen family? at our Forum.
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