Is BT as Good as Alec Baldwin's Dramatic Delivery?

Emmy and Golden Globe winning actor and producer, Alec Baldwin, is to star in BT’s latest “behind the scenes” advertising campaign, which will promote BT Mobile.

The TV campaign, which airs on Friday 3 June, will be supported by out of home and digital ads featuring Alec Baldwin in different locations around the country. There will be regionalised versions for London, Manchester and Birmingham as well as cinema, radio and social media activity.

The latest instalment of the “behind the scenes” campaign, created by Abbott Mead Vickers BBDO, aims to be an entertaining parody of the advertising process and looks deeper into the world of marketing. The new campaign follows other successful ads in the series featuring Ryan Reynolds, Willem Dafoe, Rebel Wilson and Ewan McGregor.

BT Mobile customers can get online with 4G and wi-fi in more places than with any other mobile provider. It is so good, the fictional BT clients claim, that it stands comparison with something that is highly celebrated worldwide. 

The claim that the marketers put to the test is that BT Mobile’s 4G and wi-fi is: “As good as Alec Baldwin’s dramatic delivery”.

A sceptical Alec Baldwin is not so sure, so he sets out to test the network for himself, to determine whether he can indeed get online in more places with BT Mobile.

After conducting his own tests around the country, Alec concludes that he did get online in more places, and that BT Mobile 4G and wi-fi is in fact: “As good as Alec Baldwin’s dramatic delivery”. 

Alec Baldwin said: “Check me out in the next ad for BT Mobile. I loved spending time filming in the UK, especially meeting the sheep!” 

Dan Ramsay, BT Consumer marketing director, said: “We wanted to bring to life just how good BT Mobile’s 4G and wi-fi coverage is. We understand that getting online where they need to, really matters to our customers. Viewers will be entertained watching Alec in everyday British settings where he will use his talent to speak in a dramatic way about ordinary things. He has such a great delivery– whether it’s his pauses or his intonation, he has a way of making anything sound dramatic. He could read out the BT Phone Book and leave you wanting more.”

BT’s new ad campaign coincides with the company launching new pay monthly mobile phone contracts with the latest phones in a move that will expand its presence in the consumer mobile market.