“Behind the Scenes” advert will highlight new
BT Infinity 52Mbps service
BT’s latest “Behind the Scenes” advertising campaign will feature Hollywood action and comedy star Ryan Reynolds. The campaign airs on Saturday 16 April and will feature Ryan in a humorous advert that highlights the new faster speeds of BT Infinity.The “Behind the Scenes” campaign is a parody of the advertising process and gives viewers an entertaining insight into the world of advertising.
Titled “Faster”, viewers will see Deadpool star Ryan Reynolds speeding up to a glass fronted house in a beautiful car, the car will then come to a sudden stop.
“Watch me stunt roll out of a car in the next ad for BT Infinity’s ‘faster’ Broadband,” says Ryan Reynolds.
He will go on to tell viewers that life moves pretty fast for him. Once inside the house Ryan will explain that he needs broadband that moves as fast as he does and that is why he has BT Infinity, which now offers speeds of up to 52Mbps the fastest fibre speeds as standard*.
Dan Ramsay, BT Consumer marketing director, says:“We hope viewers enjoy watching Ryan showing just how fast BT Infinity is in our latest “Behind the Scenes” advert. We wanted to showcase how our new BT Infinity product is now the fastest standard fibre service. We understand that speed really matters to our customers and wanted to reflect this in an amusing and entertaining way.”
The television campaign will be supported by a strong 360 campaign including digital and social media with activity across BT’s Facebook, Twitter and YouTube pages.
Notes to editors
The campaign was created by AMV BBDO and media bought by Maxus.
Notes to editors
*Legal: 83% UK coverage on BT Infinity. £49 activation and £7.95 Hub delivery. Up-to speeds dependent on time of day, line and location. Comparison vs standard entry-level fibre products of major broadband providers.
BT’s purpose is to use the power of communications to make a better world. It is one of the world’s leading providers of communications services and solutions, serving customers in more than 170 countries. Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to its customers for use at home, at work and on the move; broadband, TV and internet products and services; and converged fixed-mobile products and services. As of 31 March 2016, BT consisted principally of six customer-facing lines of business: BT Global Services, BT Business, BT Consumer, EE, BT Wholesale and Openreach. With effect from 1 April 2016, the group has been reorganised and the customer-facing lines of business are now: Global Services, Business and Public Sector, Consumer, EE, Wholesale and Ventures, and Openreach.
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