An office winds down for the night as employees head home—except for one man still at his desk. Suddenly, the elevator opens to reveal a swarm of Gremlins. They pour into the workspace, tearing wires, smashing equipment, and wreaking havoc. The man watches helplessly. A voiceover explains, “Because you never know when an IT problem might strike,” before positioning BT’s 24/7 IT and communication support as the solution. The final frame features the BT logo, tagline “Do what you do best 24/7,” and a link to bt.com/business.
The Formula (That Works at Any Budget)
Problem dramatization = IT chaos made physical
The ad visualizes business disruption with a chaotic Gremlin invasion. It taps into a shared fear: tech going down at the worst possible time.
→ Lesson: Make the abstract pain your product solves tangible—and unmissable.
Personified metaphor = Gremlins as tech issues
Gremlins represent unpredictable IT problems in a fun but threatening way. It’s a clever twist on technical failure.
→ Lesson: Use creative metaphors to turn invisible problems into visual stories.
Direct solution = Round-the-clock support
BT’s offer—24/7 IT and communications support—is stated clearly in the voiceover and tied directly to the problem shown.
→ Lesson: Don’t bury the value. Say what your product does, how it helps, and when it’s available.
Humor Breakdown
The ad blends slapstick and nostalgia. Using Gremlins is not only visually engaging but taps into a cultural reference that audiences recognize. The absurdity of mythical monsters tearing up a corporate office makes the message about IT support far more entertaining—and memorable.
→ Lesson: Don’t shy away from surreal or pop culture humor if it drives home a serious message.
Final Verdict
BT Business turns a common B2B headache—surprise IT issues—into a highly watchable disaster film. The Gremlins deliver humor and visual impact, while the clear voiceover keeps the solution front and center. It’s bold, easy to understand, and leaves viewers with a strong mental image of what BT prevents. A memorable reminder that disaster doesn’t wait for office hours.
BRAVE-o-meter score
B-7 | R-8 | A-9 | V-7 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: https://bt.com/business
LinkedIn: BT on LinkedIn
