BT launches major campaign, new identity

BT has launched its biggest campaign in 20 years, created by Saatchi & Saatchi.

The ‘Beyond Limits’ campaign is built around a TV ad that focuses on a young girl in a British town.

The spot begins with the girl reciting Charles Dickens, before fast-forwarding through decades of progress and development in British technology and utilities.

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As the ad ends, the girl is seen in a new, tech-enabled classroom.

The creative is soundtracked by British rapper and Glastonbury headliner Stormzy. The spot had a glitzy launch on Thursday night as part of an event at Wembley Arena featuring Tess Daly and Jess Glynne.

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BT have secured an ITV network takeover for this weekend, and the campaign will also be supported by OOH activity focusing on BT’s efforts to ensure the security of its broadband offering.

Commenting on the launch, BT’s consumer division chief executive Marc Allera said: “The ‘Beyond limits’ campaign represents a real shift for BT, inside and out.

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“Our presence and scale across the UK means that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have and equip them with the skills they need to shape the future.”