Max Malkin Direct’s BT’s Biggest Brand Campaign in 20 Years

Created by Saatchi & Saatchi, BT uses this ad to demonstrate the brand’s commitment to better connecting Britain. The campaign…

Max Malkin Direct’s BT’s Biggest Brand Campaign in 20 Years

Created by Saatchi & Saatchi, BT uses this ad to demonstrate the brand's commitment to better connecting Britain.

The campaign opens with a young girl reciting the classic beginning passage from Charles Dickens' A Tale of Two Cities as she walks to school. The film gives an overview of Britain's technological advancements over the past few decades, including CCTV and the emergence of broadband. The spot ends with her entering a classroom, decked out with the latest computing tools and software as a nod to BT's Barefoot programme.

This film was launched ahead of BT's first partnership with ITV. The brand is set for a network takeover this weekend.

Watch the full spot below, and read the following article in Shots.

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Max Malkin Direct’s BT’s Biggest Brand Campaign in 20 Years