New campaign: BT Broadband

BT is to persuade the British public that it is the best value broadband provider with a multimillion-pound integrated campaign flagging its £17.99 broadband service. The ad will run for the next few weeks on terrestrial and satellite channels and will be supported by direct mail, press and online ads. The creative follows BT Broadband user Sarah Milton as she searches the internet for information on Churchill, Roosevelt and Stalin, moving from her PC into the phone socket and through to the enormous world of online content. By depicting BT's execution of the search, the ad supports its 'More power to you' line and aims to show how broad-band has become an integral part of people's lives.