Paper planes are a metaphor for communication in BT's latest spot

Frederic Planchon directs uplifting spot for AMV BBDO

Published On
May 18, 2018

Editor's Pick

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.


May 18, 2018
Agency :
Brand :
Client :
Zaid Al-Qassab
Client :
Dan Ramsay
Client :
Chris Wood
Client :
Andrew Ridler
Creative Director :
Alex Grieve
Creative Director :
Adrian Rossi
Copywriter :
Diccon Driver
Art Director :
Alan Wilson
Agency Planner :
David Murray
Agency Account Person :
Justin Pahl
Agency Account Person :
Zoe Attenborough
Agency Account Person :
Nick Andrew
Agency Account Person :
Alistair Nichols
Agency Account Person :
Helen Limbrey
Agency Account Person :
Sophie Clarke
Agency Producer :
Darapen Vongsa-Nga
Producer Assistant :
Sammi Roberts
Media Planner :
Rob Breese
Media Planner :
Emma Lodge
Production Company :
Academy Films
Director :
Frederic Planchon
Production Company Producer :
Dulcie Kellett
Executive Producer :
Lucy Gossage
Editor :
Sam Rice-Edwards
Editor :
Nik Hindon
Edit Company :
The Assembly Rooms
Post Production :
The Mill
Producer :
Evelyn OReilly
Visual Effects Supervisor :
Gary Driver
Visual Effects Supervisor :
Alex Hammond
Visual Effects Supervisor :
Adam Droy
Audio Post Production :
Sam Ashwell
Audio Post Production :
Digital Design Company :

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