BT's creepy ad depicts online hate as a shadowy boogeyman

Published On
Nov 24, 2021


U.K. telecom giant BT is tackling online hate ahead of the Euro 2020 soccer championships in a campaign that includes a creepy, horror-themed ad as well as an initiative rallying together a diverse "team" of professional players, "Hope United."

A cinematic film, directed by Matilda Finn of Stink films, imagines online hate as a shadowy boogeyman who creeps into every crevice of people's lives. It ends with a call to action, "Help us beat online hate," asking viewers to join Hope United. The ad ran on Tuesday night, during the UEFA Europa League Final on BT Sport.

Saatchi & Saatchi London developed the brand identity for the team, along with the creative aspects of the campaign including social media content, TV, outdoor and press ads.