BT's 'Moments' Celebrates the Beauty of Human Connection with a Paper Plane Invasion

BT has launched a new ‘Moments’ brand campaign celebrating how BT helps people be there for the things that matter most. The integrated campaign will feature a TV ad, out-of-home advertising, cinema, online video and social media.

The campaign launches with the new TV ad on Friday evening at 19:45 on ITV

The ad uses paper planes as a simple, beautiful metaphor for human connection.  They represent, in a playful way, how people throughout the country stay connected and close to the ones they love through BT.

Zaid Al-Qassab, Chief Brand and Marketing Officer said: “Our new campaign recognises the different ways BT helps people to be there for the things, and people, that matter most.  The ad celebrates the moments, big and small, that millions of our customers are able to have every day because of our products and services.”

The ad was created by AMV BBDO and directed by Frederic Planchon. It uses the iconic soundtrack of ‘It Must Be Love’ by Madness.