From side hustles and startups to multinational businesses and public services, BT’s new ‘We’ve Got Your Back’ campaign shows how it can provide support to every business.

Recognising that whatever business is a digital business regardless of size, the new campaign celebrates BT as a partner rather than a supplier. The brand is aiming to position itself as the go to brand to help provide the digital foundations that businesses need to succeed.

The campaign is the first piece of work for the brand from Adam&EveDDB. The work marks the first brand campaign from BT since the launch of EE as BT Group’s primary consumer brand.

The ‘We’ve Got Your Back’ integrated campaign is focused on showcasing its supportive role to businesses. The campaign’s hero film showcases a range of different types of businesses of different sizes and sectors to showcase that all businesses in the modern age are digital businesses and can benefit from BT. From vets to cake makers, dentists to dancers, the campaign positions BT as a business aid, there to help things run smoothly and enable entrepreneurs.

“This campaign is all about showing businesses of all sizes and sectors that BT’s got their back: with the resilience, stability and security they can trust to help them navigate the challenges of today, and the ones that will come at them tomorrow.” explains Helen Whetton, Brand and Marketing Director at BT.

Over dynamic footage of a range of different businesses, a voiceover explains: “Whatever business you're in, BT’s got your back. So you can get on with your business, whatever that may be.” The spot closes with the line: “Your business is our business and with our reliable connectivity, BT’s got your back.” Showcasing the provider as a trusty facilitator and friendly helping hand. 

The lively TV ad has been directed by acclaimed director Raine Allen Miller, whose directorial debut, Rye Lane, was recently nominated for Outstanding British Film at the 2024 BAFTAs. Alongside the TV ad, the integrated campaign is running across Meta, TikTok, DOOH, print and digital display.

The campaign succinctly and explicitly states BT’s expertise, knowledge and value in the business world, underlining its experience in the digital economy. BT is now BT Group’s flagship B2B brand.

“We’re delighted to share our first campaign which shines a light on the diversity and vitality of the businesses BT keeps moving through its connectivity, " adds Miranda Hipwell, Chief Executive Officer at Adam&EveDDB.

The campaign is a celebration of the various endeavors of BT customers and showcases the range of people and businesses the service is able to help. Putting the focus of business owners first and simply stating its capabilities the campaign champions trust and reliability.