Recently I saw the following two adverts, and wanted to write about how much I loved one and hated the other. It was only when I sat down to start writing that I realised that they are both advertising broadband, so that worked out nicely.
Virgin Media – ‘Keep Up’ Campaign
Getting Usain Bolt, the fastest man in the world, to promote fast broadband is both obvious and genius at the same time. He’s fast, obviously, but he’s also funny and likeable.
The tagline ‘keep up’ is also brilliant, as it comes across as a snipe at all the other broadband companies: “Look, we have the fastest broadband and fastest man on the planet endorsing it… keep up.”
BT Infinity – ‘Flat 6′ Campaign
I can totally see what BT are trying to do with this: 3 young ‘trendy’ people, all with laptops and phones and games consoles and Skype and whatnot, all successfully using the same broadband connection. It’s a good premise, but it’s just so… forced.
When the guy says “There’s not enough broadband capacity to support 3 computers…” I just want to throw things. Who speaks like that? Not teenagers. Actually, I know – a boardroom full of BT executives.
There’s a whole (painfully slow) micro-site for this campaign too: http://www.productsandservices.bt.com/consumer/flat6/chapter_2/ “Two guys. One girl. One amazing connection.” A love triangle centered around broadband? Really?
This could have been a lot better. As I said, the idea is not a bad one, but the execution is very cheesy and there is nothing inherently gripping about the characters. There’s a load more of these ads to come, so we’ll see if they improve.
So, well done Virgin Media. As for BT, please bring back Adam and Jane. Thanks.
As my blog’s traffic consists entirely of people trying to find out who the actress who play’s the girl in the BT advert is, I am very helpfully telling you all that her name is Rebecca Night. You might recognise her from Lark Rise to Candleford or loads of other random costume dramas that I haven’t seen.