British telecom giant BT goes down the epic route in its latest big brand ad, which centers on paper planes as a metaphor for digital communication.
Created by AMV BBDO and directed by Academy's Frederic Planchon, the spot is set to the uplifting sounds of '80s track "It Must Be Love" from Madness and opens with a girl opening a tower block window and throwing out a paper plane to her boyfriend in a different apartment. Planes also fly around a classroom, encircle a train, flutter round the cot of a newborn baby and its family and a single one brings comfort to a lonely guy in a cafe. It ends with the boy sending back a giant plane to his girlfriend, as BT tell us: "Every momen of every day, we'll help you be there."
As a way of making everyday texts and emails look more romantic, it's not a bad one.