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Editor’s Pick. BT Vision ‘Sky Sports’ advert

Agency: AMV BBDO

Client: BT
Footballer Michael Owen stars in one of BT’s most ambitious advertising campaigns to date.

The campaign, aims to drive awareness of BT Vision’s Sky Sports 1 and Sky Sports 2 packages that will be available from August 1, 2010 - with over £30m being spent on TV, radio, press, outdoor, DM and online in the integrated launch campaign.

The television ad features Michael Owen, Shay Given, Gareth Bale and Wes Brown plus BT advert regular Adam, played by Kris Marshall.

The ad follows Adam from his flat, down the lift and into the carpark as the sound of a football crowd gets louder and louder. He heads toward a square of bright light ahead and as he keeps walking toward the light, he finds himself in a football tunnel, joined by Michael Owen, Shay Given, Gareth Bale and Wes Brown lining up to go out on the pitch. The ad culminates with Adam running out on to the pitch.

The campaign includes; TV, Press, Online, Radio by AMV BBDO and Maxus, Outdoor by AMV BBDO and Posterscope, DM by Ogilvy

“By using footballers such as Michael Owen in this campaign we are tapping into the passion that fans feel for their sport, and showcasing the quality of the BT Vision sport offering,” said marketing director BT Retail, Matthew Dearden.

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