September’s Creative Spotlight: BT

At the third stroke, the time from Radiocentre will be to highlight BT as our ad of the month for September. In one of its latest radio ads, BT leads with the everyday moments that its technology makes possible.

The ad paints a picture of BT quietly powering phone calls across the UK: a granddaughter greeting her nana, emergency services answering 999 calls, and call centres supporting customers. Rather than focusing on technical specifications or performance statistics, BT delivers an emotionally engaging ad that puts human connection at its centre. And of course, audio is the perfect medium to showcase the power of the voice.

The ad ends with a simple but well-earned slogan: ‘BT: Behind Brilliant Things’. We think BT got their message across loud and clear.

Creative agency: Uncommon