BT’s leap into interactive marketing is spectacularly strange. We’re invited to vote on whether Jane is pregnant, or not. Why so strange? Is because we’re being clumsily directed to remotely inseminate a fictional character by popular decree? No, although that too is very strange.
The strangeness lies in BT’s own story arc. The entire relationship between Jane and her partner, Adam, has been defined by estrangement and distance, blighted by the unreliable reception and bandwith of inferior telecoms companies. They haven’t spoken face to face for months. Adam has certainly kept busy: repeatedly calling his mother, going on his stag weekend and participating in not-even-faintly-homoerotic sports fantasy involving Michael Owen and an underground carpark.
Despite this, we’ve been told the story of BT’s magical power to unite people whose busy lives and careers keep them cruelly apart, even though they wuv each other other vewy much. Please note that it is a land-line AND ONLY A LANDLINE which has these magical properties. I mean, how did Jane get pregnant / not pregnant, given that they’re never in the same room? Just what other powers does BT plan to reveal for its ball and chain, landline services?
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