Magazine article Marketing

Adwatch: BT Broadband - 'Daddy Visits'

Magazine article Marketing

Adwatch: BT Broadband - 'Daddy Visits'

Article excerpt

I often wonder why there aren't as many long-lasting, well-loved campaigns any more.

Is it because consumers get fed up with big brand ideas faster? Or because agencies don't come up with them often enough? Or is it because turnover at the senior client level has increased and there is no long- (or even medium-) term ownership of a campaign any more? A brand vehicle can make a difference, but only if it is given the breathing space to become as familiar as a friend.

BT needs to be loved if only in order to sweeten the pill of that nasty phone bill most of us receive from it every month. It also needs to communicate that it is not the clunky dinosaur we might think, and has many innovative technological ideas with which it can enhance our lives.

Any campaign BT creates is quickly going to become well known, if only because it will be so visible. Only expats and Sky+ fanatics have not encountered the post-divorce family where Adam, played by comedy actor Kris Marshall, is trying to come to terms not only with his new partner but also her previous life - kids and an ex. …

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