“Song”, created by Abbott Mead Vickers BBDO, launches on TV tonight and will be shown during programmes including ITV2’s ratings hit Love Island.
The story follows a woman getting ready to go out while streaming the tune on her laptop. As she shuts the laptop, the music continues, but now appears to soundtrack the world around her – with the people she passes lip-syncing along.
When she finally arrives at her destination, we see that she has been streaming the track on her mobile throughout the journey.
It was created by Diccon Driver and Alan Wilson, and directed by 32 through Pulse Films. The media agency is Essence.
The TV ad will be supported by cinema, radio, video on demand, social and out of home, with the latter including 96-sheet executions that depict indoor and outdoor environments merging into each other.
Blue Monday follows the use of another early-80s hit, It Must Be Love by Madness (1981), in BT’s previous ad, “Moments”.
Dan Ramsay, consumer marketing director at BT, said the New Order track had been chosen because it was “upbeat, catchy, and it sounds contemporary (even though it’s not)”.
This ad was primarily aimed at existing customers, he said, “who might just have mobile with us, or just broadband, and encouraging them to take both”.
But it also had an objective of moving forward perceptions of the brand, he added: “We’re trying to emotionally engage people a bit more – help them to see us as a brand that’s a bit more exciting.
“There are a lot of helpful attributes to the brand that we have – reliable, dependable. But the downside is you aren’t always seen as dynamic as you want to be, and these kind of ads are going to help shake that perception.”