A young woman sees the world through the lens of New Order's "Blue Monday," in a spot by U.K. telecoms giant BT, highlighting how it can now serve you with telecom both at home and on mobile.
The ad, by AMV BBDO, launches the company's BT Plus service, touted as the U.K.'s first "converged" fiber and 4G plan for customers. Directed by 32 at Pulse, it starts with the young woman first watching the music video at home via her laptop. However, when she leaves the house, the music seamlessly keeps on playing. She encounters people singing in sync to the lyrics from the song, sees cars and lights moving in time with the music and there's even a Weimaraner dog like the one from New Order's 1988 music video crossing the street. Finally, she removes her headphones and we see that she's been streaming the track on her phone.
The music-led spot is refreshing for a somewhat conservative brand like BT, seeming to take its cues from the likes of Apple -- it debuted last Friday during "Love Island," a hit ITV2 show beloved of millennials. It's part of a wider campaign will run across TV, OOH, cinema, radio, video and social channels.