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BT unveils effort for broadband

By Published on .

[london] BT is spending $1.5 million a day on a 10-day U.K. campaign running through Oct. 2 with the tagline "Broadband has landed" to promote the U.K. telecommunications giant's high-speed Internet access. In the BT branding campaign by St. Luke's, London, a notional broadband pipe explodes and heroic BT engineer Dave battles to recapture the exotic creatures who escape: pop star Jarvis Cocker, computer-game characters, a rhinoceros, a three-headed dragon and a space shuttle. The characters represent the broadband offering, including Internet-based music and film access, high-speed gaming, live sports on the Web and faster online shopping. Omnicom Group's PHD, London, handled media planning; media buying was done by The Allmond Partnership and I-level, both London.
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