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BT “Hope United” 2022

BT “Hope United” (2022) is a BT commercial directed by Matilda Finn for Saatchi & Saatchi, produced by Stink. It won 6 awards, including Clio 2022 Silver — Film Craft (Sound Design) / Sound Design, British Arrows 21/22 Craft Gold — Sound Design and Creative Circle 2022 Gold FILM CRAFT - Best Sound Design (single).

Footballers share their experiences with online hate and promote BT's Hope United campaign, encouraging education and positive change to combat cyberbullying.

Video: BT on YouTube

Shot by shot

  1. The BT logo transforms into the Hope United logo, with the text "HELP HOPE BEAT HATE" appearing on a purple background.© BT0:00
  2. A female athlete in her 30s, wearing a red sports jacket, sits looking directly at the camera with a neutral expression in an interior setting.© BT0:08
  3. A young Black man with short curly hair and a beard, wearing a blue athletic shirt, looks thoughtfully to the side in a studio setting.© BT0:12
  4. A person with short blonde hair and blue eyes speaks, wearing a dark blue shirt, with a blurred green background.© BT0:17
  5. Harry Kane, a male soccer player, speaks directly to the camera while sitting on an indoor soccer field.© BT0:21
  6. A woman with dark hair and a concerned expression speaks, looking slightly off-camera in an interior setting.© BT0:26
  7. A male footballer in a blue training top looks down at a tablet he is holding in an indoor football pitch.© BT0:32
  8. A person's hands hold a tablet, interacting with a quiz about cyberbullying, with a green correct answer highlighted on screen.© BT0:34
  9. A close-up shot of a person wearing a red Adidas sports jacket with a white BT logo and a Welsh dragon emblem.© BT0:38
  10. A man in his 20s, wearing a blue polo shirt with a Scottish football crest, smiles at the camera in a modern, bright interior space.© BT0:43
  11. A young man in his 20s, wearing glasses and a blue sports jersey, sits in a wheelchair and speaks directly to the camera in an interior setting.© BT0:48
  12. A young male footballer in a blue jersey smiles at the camera, with a blurred background of an indoor space.© BT0:50

Stills © BT. Made by Saatchi & Saatchi, Stink and Matilda Finn.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Football stars share personal stories to inspire hope against online hate.

Tagline: “JOIN HOPE UNITED TO TACKLE ONLINE HATE”

celebrity testimonialproblem-solutionpersonal anecdoteeducational messagecall to actionsports figures as role models

The cut

Length
59 s
Shots
43
Average shot
1.4 s

What creatives use BT “Hope United” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of BT “Hope United”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A female athlete in her 30s, wearing a red sports jacket, sits looking directly at the camera with a neutral expression in an interior setting.© BTA young Black man with short curly hair and a beard, wearing a blue athletic shirt, looks thoughtfully to the side in a studio setting.© BTA person with short blonde hair and blue eyes speaks, wearing a dark blue shirt, with a blurred green background.© BTHarry Kane, a male soccer player, speaks directly to the camera while sitting on an indoor soccer field.© BT
    Frames from BT “Hope United”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of BT “Hope United” in order, with its length, framing and what happens in it.

    A female athlete in her 30s, wearing a red sports jacket, sits looking directly at the camera with a neutral expression in an interior setting.© BTA young Black man with short curly hair and a beard, wearing a blue athletic shirt, looks thoughtfully to the side in a studio setting.© BTA person with short blonde hair and blue eyes speaks, wearing a dark blue shirt, with a blurred green background.© BTHarry Kane, a male soccer player, speaks directly to the camera while sitting on an indoor soccer field.© BTA woman with dark hair and a concerned expression speaks, looking slightly off-camera in an interior setting.© BTA male footballer in a blue training top looks down at a tablet he is holding in an indoor football pitch.© BT
    Length: 59 s · Shots: 43 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a problem-solution

    Before you present an idea, you need to know who has done it, and how.

    BT “Hope United” is built on a problem-solution. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisKrungsri First Choice “What the Fast”© Krungsri First Choicetruth “Breath of Stress Air”© truthWhisper “Keep Girls in School”© Whisper
    Novartis · Krungsri First Choice · truth · Whisper

More commercials by Matilda Finn

More from Saatchi & Saatchi

  • John Lewis "Tableau" (2026) commercial still© John LewisJohn Lewis “Tableau” 2026Dir. Kim Gehrig · Saatchi & SaatchiCreative Circle Gold 2026
  • Waitrose "Sweet Suspicion" (2025) commercial still© WaitroseWaitrose “Sweet Suspicion” 2025Dir. Lucy Forbes · Saatchi & SaatchiBritish Arrows Gold 2025
  • EE "New EE" (2024) commercial still© EEEE “New EE” 2024Dir. Daniel Wolfe and Elliot Power · Saatchi & SaatchiBritish Arrows Gold 2024
  • Tide "Gonna Need More Tide" (2024) commercial still© TideTide “Gonna Need More Tide” 2024Dir. Traktor · Saatchi & SaatchiThe One Show Gold 2024
  • Toyota "Upstream" (2021) commercial still© ToyotaToyota “Upstream” 2021Dir. Tarsem · Saatchi & SaatchiCiclope Gold 2021
  • Operation Black Vote "Fake Views" (2020) commercial still© Operation Black VoteOperation Black Vote “Fake Views” 2020Dir. David Allain · Saatchi & SaatchiBritish Arrows Gold 2020

Award-winning telecom commercials

  • KPN "A Piece of Me" (2024) commercial still© KPNKPN “A Piece of Me” 2024Dir. Emma Branderhorst · Dentsu CreativeEffie Awards Grand Prix 2024
  • Skinny "Friendvertising" (2022) commercial still© SkinnySkinny “Friendvertising” 2022Dir. Dave Wood · Colenso BBDOEffie Awards Grand Prix 2022
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • STC "What Are We Allowing" (2019) commercial still© STCSTC “What Are We Allowing” 2019J. Walter ThompsonDubai Lynx Grand Prix 2019
  • BT "It's Good to Talk" (1996) commercial still© BTBT “It's Good to Talk” 1996AMV BBDOIPA Effectiveness Awards Grand Prix 1996
  • Spark New Zealand "It's Better With Spark" (2026) commercial still© Spark New ZealandSpark New Zealand “It's Better With Spark” 2026Dir. Damien Shatford · Colenso BBDOCiclope Gold 2026

Questions

Who directed the BT “Hope United” commercial?

Matilda Finn directed it, produced by Stink, for the agency Saatchi & Saatchi.

Which agency made BT “Hope United”?

Saatchi & Saatchi created it for BT (2022).

What awards did BT “Hope United” win?

6 awards, including Clio 2022 Silver — Film Craft (Sound Design) / Sound Design, British Arrows 21/22 Craft Gold — Sound Design, Creative Circle 2022 Gold FILM CRAFT - Best Sound Design (single) and Creative Circle 2022 Bronze FILM CRAFT - Best Editing (single).

What is the tagline of BT “Hope United”?

“JOIN HOPE UNITED TO TACKLE ONLINE HATE”

Sources for the credits and awards

britisharrows.comweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.orgclios.com