Alec Baldwin lends his suave tones to this spot for British telecom giant BT, in which he delivers seemingly ordinary lines as if he's starring in a glossy TV drama.
Part of an ongoing campaign featuring the "behind the scenes" side of the ad process (that has starred other Hollywood big names like Ryan Reynolds, Willem Dafoe, Rebel Wilson and Ewan McGregor), the idea here is that he's been enlisted by the advertiser to prove that BT Mobile's 4G and Wi-Fi is: "As good as Alec Baldwin's dramatic delivery."
The spot, directed by Biscuit's Jeff Low for AMV BBDO, sees a sceptical Baldwin demonstrate that customers can access BT in kinds of places while proving how great his acting is. These include standing with sheep in a field using Google Maps because he's lost, watching a game on his phone while waiting fo the bus, and looking at someone's Facebook profile while hanging at a campsite. Of course, his lines are spoken with panache and therein lies the comedy, as well as the fact he's sharply dressed in a suit throughout.
Dan Ramsay, BT Consumer marketing director, said in a statement: "We wanted to bring to life just how good BT Mobile's 4G and Wi-Fi coverage is. We understand that getting online where they need to, really matters to our customers. Viewers will be entertained watching Alec in everyday British settings where he will use his talent to speak in a dramatic way about ordinary things. He has such a great delivery -- whether it's his pauses or his intonation, he has a way of making anything sound dramatic. He could read out the BT Phone Book and leave you wanting more."
Using American A-list celebrities seems to be a popular trend among telecom advertisers in the U.K.; Kevin Bacon has starred in an ongoing campaign for BT's rival mobile network EE.