Bad broadband could ruin your career in the WFH era, warns this telecom spot

Ad for BT by Saatchi & Saatchi predicts the interns will be after your job

Published On
Sep 08, 2020

Editor's Pick

In the WFH era, bad broadband could genuinely be a career killer. That's the message of a new spot from BT, the U.K. telecom behemoth, that tells us the sorry tale of "pixelated Paula."

The spot, by Saatchi & Saatchi, explains how Paula, previously a high flyer "destined for corporate glory", has been left behind since the lockdown, due to being "signal shamed one call at a time." It ends with the message that because she didn't choose BT Wi-Fi, now the intern's after her job.

Set to Spandau Ballet's "True," the ad is directed by Tim Godsall via Anonymous Content and is running on primetime TV, supported by print, social and digital media.

The spot is the first of two by BT heavily pushing the message that these days, reliable broadband is an essential service, and asking consumers why they bother to buy all the latest tech if their broadband connection lets them down. 

“Great broadband has always been important to happiness at home but recent events have highlighted this more than ever before," points out Pete Jeavons, director of marketing communication at BT. "It became absolutely critical – for work, education, connecting with family and friends, even shopping for groceries. When it doesn’t work properly, it constricts our world and we really feel it. This campaign is designed to bring that to life through universal concerns such as strength of connection, online safety and tech support. We’re sure this will resonate with people up and down the UK and instill in them that they shouldn’t be settling for substandard connections.”


Sep 08, 2020
Client :
Agency :
Saatchi & Saatchi-London
Guillermo Vega
Creative Director :
Will John
Creative :
Will Brookwell
Creative :
Mia Silverman
Creative :
Ryan Price
Agency Executive Producer :
Adam Walker
Designer :
Nick Roberts
Designer :
Fabiano Gomes
Planner :
Sam Wise
Planner :
Richard Huntington
Business Leader :
Fergus Waddell
Account Director :
Rania Kouros
Account Manager :
Thomas Page
Business Affairs :
Dan McPhilimey
Film Production :
Anonymous Content
Director :
Tim Godsall
Producer :
Ben Roberts
Executive Producer :
Tor Fitzwilliams
Editor :
Jono Griffith
Edit :
Post :
Electric Theatre Collective
Post Producer :
Marie O Brien
Colorist :
Jason Wallis
Sound Designer :
Mark Hills
Audio Producer :
Deborah Whitfield
Music Supervision :
Media Buying Agency :

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