Ryan Reynolds

BT’s latest “Behind the Scenes” advertising campaign first aired on Saturday 16th April and features Hollywood action and comedy star Ryan Reynolds.

The campaign targets Broadband sceptics who think that all broadband providers are the same – with the same reliability claims and same speeds. We needed to show consumers that, with BT Infinity your broadband is now faster. We did this within the “Behind the Scenes” campaign construct which is a parody of the advertising process and gives viewers an entertaining insight into the world of advertising.

Progressing our ‘Behind the Scenes’ creative framework, we chose our celebrity Ryan Reynolds to demonstrate the improved internet performance brought about by the speed upgrade. We see Ryan humorously living a fast lifestyle facilitated by BT Infinity.

Dan Ramsay, BT Consumer marketing director, said: “We hope viewers enjoy watching Ryan showing just how fast BT Infinity is in our latest “Behind the Scenes” advert. We wanted to showcase how our BT Infinity standard product is now the fastest in the market. We understand that speed really matters to our customers and wanted to reflect this in an amusing and entertaining way.”

The television campaign is supported by a strong 360 campaign including OOH, digital and social media with activity across BT’s Facebook, Twitter and YouTube pages.

Work in this campaign