BT Sport launches “Take Them All On” ad campaign

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BT Sport has launched a new advertising campaign ahead of the new Premier League football season, showcasing the full range of top flight sport available across its channels.

This season is set to be the best yet on BT Sport with all UEFA Champions League and UEFA Europa League matches exclusively on BT Sport, more FA Cup and women’s football, all of the rugby Heineken Cup and more boxing than ever before.

The new season’s campaign will kick off with a TV advert that follows a sports-mad schoolgirl named Charlotte. The TV ad follows Charlotte throughout her day as she imagines taking on and getting the better of her favourite sports stars – all set to the Britpop anthem ‘Connection’ by Elastica.

Demonstrating the range of sport customers can look forward to this season, the advert features an impressive array of talent from across the sporting world including Gareth Bale, Dele Alli, Jesse Lingard, Steph Houghton, Sam Warburton, Johanna Konta, Cal Crutchlow, Billy Joe Saunders, to familiar BT Sport pundits Frank Lampard, Rio Ferdinand and Jake Humphrey.

Dan Ramsay, Director of Marketing, BT Consumer, said: “Customers can look forward to the best ever season on BT Sport, with more top flight sport in more places than ever before, and we wanted to create an advert that reflects that and puts a smile on the face of everyone that sees it.  Teaming up with some of the UK’s top sports talent, our hero Charlotte reminds us of all of the great sport coming this season while bringing to life how immersed we get in our favourite sport, no matter what age.”

The campaign will launch on TV on Wednesday 1st August and will be supported by online video, outdoor, print, radio, cinema and social media. The TV ad will also be shown in 4DX in 4DX cinemas across the UK. It continues BT’s move towards more emotional storytelling and carries the Be There brand line.

The ad was produced by AMV BBDO and directed by Fredrik Bond from Sonny London, with media planning by Essence.

Director, Frederik Bond said: “I was drawn to the project because the script was so charming and had great potential to explore our girl’s imagination and bring it to life. I enjoyed working with Charlotte who was full of energy.”


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