This is what Tim Evans, BT group marketing and brand director, thinks they’re up to with this campaign.
“Adam is going to be the central character of all our consumer television ads from now on. Viewers will see him thrown through life’s highs and lows and watch how BT products and services can help him with various situations. In the first TV ad we will see Adam use wireless broadband on his laptop to score much needed brownie-points with Jane’s kids. In the second, Adam uses his mobile phone to text a message to the home phone to help Joe look cool in front of his little sister Lucy.
“We wanted to connect with people as strongly as some of our great advertising campaigns of the past did… Adam is a guy in his mid-thirties, he’s someone we all feel we could know. We put him in the centre of a wider network of people, a non-nuclear but very real family unit.”
I was thinking about why I’m intrigued by this advert and I’ve decided that it isn’t really the shift from the late 70s wholesome dinner table shennanigans of the Oxo Mum, Dad and two kids to the 00s BT family, navigating relationship undercurrents with ‘cool’ BT technology.
No, it’s the central character’s soppy hairstyle. What IS that about?
