TheMarketingblog

Shaken & Stirred - Influential Brand Profiling and Positioning

BT Broadband Nightmares Advert

BT has announced its latest advert for its hybrid broadband campaign, Broadband Nightmares, which demonstrates the power of its BT Halo 3+ Hybrid Broadband. BT is also reminding its customers that BT Halo 3+  supported by EE’s mobile network, promises high broadband uptime. 

The advert dramatises dreaded internet outages in the shape of a short horror film, bringing to life a British family’s internet nightmares through the perspective of the dad.

According to Pete Jeavons, Marketing Communications Director at BT and EE comments: “We are spending more time at home, especially due to the increase in hybrid working. That’s why it is so important to have a network you can rely on.

The advert opens on the BT router blinking with a nasty orange light, before showing a family going about their daily lives at home – son downloading a film, mum on another Zoom call and daughter on an iPad. All of a sudden, the room plunges into darkness, revealing a new modern-day nightmare version of the family’s reality. The home Wi-Fi is down.

The Apple iPad shows the dreaded ‘wheel of death, and the TV screen shows a warped downloaded webpage. The dad has been struck by a broadband nightmare and screams out in despair.

The moment is punctured by a BT and EE routers appearing next to each other; “Together BT and EE bring you Unbreakable WiFi. Only BT’s hybrid broadband is backed up by EE the UK’s best mobile network”, restoring the family’s Wifi status quo.

BT broadband nightmares advert

This follows the successful Broadband Rage campaign, created by Saatchi & Saatchi last year, which dramatised the unbreakable connection of BT’s hybrid broadband, the UK’s first unbreakable home Wi-Fi.