Title | BITTER TRUTH |
Brand | BT |
Product/Service | BT TV |
Category |
A05. Media / Entertainment |
Entrant
|
BT London, UNITED KINGDOM
|
Idea Creation
|
BT London, UNITED KINGDOM
|
Idea Creation 2
|
ESSENCE London, UNITED KINGDOM
|
Idea Creation 3
|
DCM London, UNITED KINGDOM
|
Idea Creation 4
|
RECIPE London, UNITED KINGDOM
|
Media Placement
|
ESSENCE London, UNITED KINGDOM
|
Media Placement 2
|
DCM London, UNITED KINGDOM
|
Production
|
RECIPE London, UNITED KINGDOM
|
Credits
Rebecca Montgomery |
Recipe |
Head of Creative |
Write a short summary of what happens in the film
Our spoof western blockbuster Bitter Truth opens with a tense scene of an angry cowboy walking into an empty saloon. Sound builds up tension, mirroring the audience’s apprehension that they may have attended the wrong film.
60 seconds in and time to break the fourth wall. Our actors turned to the camera to speak directly to cinemagoers and asked "You’re not here to watch this, are you? You wouldn’t pay for something you don’t want to watch at the cinema, so don’t put up with it at home”, before revealing BT’s new flexible TV packages. The result was the world’s first high impact, memorable contextual cinema ads that left audiences laughing and wanting more.
Cultural / Context information for the jury
People love TV, but hate paying for things they don’t want to watch. That’s why in March 2020, we launched flexible BT TV - the UK’s first range of flexible TV packages that can be switched on and off every month.
To bring to life BT TV’s flexibility, in a world-first, we used contextual cinema advertising to play a prank on cinemagoers. We produced two 60 second fake film openings, deliberately designed to look and feel like the start of a real movie and ran them in the ‘gold spot’ to fool cinemagoers into thinking they were sat in the wrong screen. By combining the most premium media placement with a clever creative idea in the most captive environment, we found the perfect formula to land our message about the benefits of flexible TV.