BT is to unveil an umbrella campaign to replace its long-running activity featuring characters Adam and Jane, introducing a trio of student characters in sitcom-style ads.
The telecoms company announced in December that its ‘BT family’ series of ads was to draw to a close after six years.
David James, marketing director of BT consumer, said the new campaign, created by Abbott Mead Vickers BBDO, is "an evolution" of the BT family, which came to a "natural end" with the wedding of Adam and Jane.
James said the new creative would allow BT to integrate all its marketing under a single umbrella idea for the first time.
The first TV ad, which breaks this Saturday (14 January) on ITV1, features Jane dropping off her son, Joe, as he starts at university. There he meets his new flatmates, Simon and Anna.
Outdoor ads break this week and a cinema campaign is due next month. Maxus has handled media buying.
The ads showcase BT products including its Infinity broadband and Jane will appear occasionally in future ads.
James explained that using students, who rely on fast connections for downloads and streaming, would enable BT to demonstrate what Infinity could deliver, while combating perceptions of high prices.
Digital channels form a core element of the campaign, with teaser videos of the new flatmates already released online.
James said there may be more opportunities for the public to participate in the storyline in a similar way to its activity for Adam and Jane’s wedding.
There are no plans to use the new characters in ads to back BT's tier-one London 2012 Olympics sponsorship.
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