BT Sport is launched a new TV advertising campaign with creative that shifts from focusing on the channels’ presenter lineup and brand ambassadors to highlighting the passion fans feel for live sport.
The ad, which aired November 12, still features presenter Jake Humphrey but sees him exiting the studio and walking through a pub, barbershop and living room. The people inside are oblivious to Humphrey walking past as they appear “captivated” by the sport on their TV sets and tablets.
The spot carries the strapline “Great sport happens here this winter” and was created by AMV BBDO, with media buying handled by Maxus.
David James, BT consumer marketing director, says: “We showcased some of BT Sport’s terrific talent and ambassadors in our state of the art studios in our first ad. For the winter ad, we felt now was the time to move on and focus more on the passion the fans feel for the fantastic live sport we have on offer.”
This weekend UEFA announced BT Sport had paid £897m for the exclusive rights to broadcast all 350 matches from both the Champions League and Europea League for three seasons from 2015.