If your internet going down has ever made you feel like smashing something, this ad is for you.
The latest spot from U.K. telecom brand BT tries to capture what it feels like to have "broadband rage"—when your router fails, your screen's buffering, and no matter what you do you can't seem to fix it. With so many of us now working from home, it's a feeling many viewers will be able to empathize with. (BT is touting its new "unbreakable WiFi" offering, in which its broadband is backed by an EE Mobile connnection.)
The ad starts with a woman struggling to watch her favorite show and transforming into a rage-induced monster, "Hulk" style. She stomps on her router and then flings her screen across the room, smashing a fish tank.
In another vignette, a man sits with tears streaming down his face, surrounded by broken hardware and repeating, “Reconnect the router at the mains. Reconnect the router at the mains.” Another character destroys her router with a bat, before we see a couple who have BT Broadband backed up by EE Mobile calmly sit down to enjoy their favorite TV.
The creative is by Saatchi & Saatchi, with direction by the Sacred Egg via Riff Raff films. It's set to a cover of the Basement Jaxx dance track "Where's your head at?" by Melkbelly.
“Our latest innovation demonstrates a step-change in broadband, an unbreakable connection for the moments that matter," said Pete Jeavons, marketing communications director at BT and EE, in a statement. "In a time when connectivity is more important than ever, buffering, drop-outs and pixilation just isn’t good enough—in fact, it’s plain infuriating."