Magazine article Marketing

BT Poised to Drop ET for Gladiator Ad

Magazine article Marketing

BT Poised to Drop ET for Gladiator Ad

Article excerpt

BT's new brand marketing campaign will take its inspiration from Hollywood blockbuster Gladiator, marking a radical departure from its ET commercials of the past two years.

The TV campaign, which will be one of the most expensive ever produced by BT, was due to launch today (Wednesday), but has been delayed by the telecoms giant's imminent [pound]5.9bn rights issue.

The execution, created by St Luke's, features a gladiator-style arena with high-tech special effects that demonstrate the 'sexiness' of the BT brand. The ad is also expected to feature characters based on those in the movie, who communicate using BT equipment.

The campaign looks almost certain to mark the end of the ET campaign created by Abbott Mead Vickers BBDO as the focal point of BT's marketing strategy.

Earlier this year BT left the door open for a return for the Spielberg alien, but it seems likely that the new ad will mark a genuine shift in the firm's advertising activity.

"BT is on the verge of a new way forward in its advertising," said a BT insider. …

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