BT ad allows public to choose ending

After five years and more than 35 TV ads following the trials and tribulations of BT's modern family, featuring Kris Marshall and Esther Hall, the telecoms giant is for the first time giving the public the chance to decide the conclusion of a dramatic new storyline. BT, which launched the first TV ads featuring the relationship between Adam (Marshall), Jane (Hall) and her children from another marriage in 2005, is bringing in the Cold Feet director Declan Downey to create the ads. The first ad, which will air this Saturday, will ask viewers to visit a website to vote for one of two possible endings that will be shown in late August. Viewers will also be able to debate and share their thoughts on what the future might hold for the family via the Facebook page that BT has set up. BT is keeping the exact storyline that sets up the "choose the ending" dilemma under lock and key. But it involves something to do with a problem that Hall's character Jane is confronted with that is hinted at in an instant messaging session between her teenage son and Adam. The current storyline has centred on Jane and Adam's wedding plans, although BT said that Saturday's instalment "could take the story in a new direction". "The strand of ads we are doing at the moment are all about human interaction and human relationships [facilitated by BT products] and we thought about building the connection by getting people involved in the story of the campaign itself," said Matthew Dearden, marketing director for BT Retail. Fans who have signed up the family's Facebook page can see the ad before Saturday's TV launch and they will be able to start voting on the best ending before the wider public. Dearden said that the tale of the BT family has developed a loyal following, to the extent that the BT Retail division had received complaints when the storyline veered toward what looked like a potential break-up between Adam and Jane. "We have a view on where their lives are going but we don't always want a chocolate box ending," he added. Fans will not be pleased to know that Dearden, who was part of the BT team that originally bought into the "family" campaign idea developed by agency AMV BBDO, reviewed whether to kill them off about two years ago when he was made marketing director. "It is the longest running 'plot' campaign in the UK today, at least as far as we can tell. It is a real asset for us," he said. "One thing I have reviewed is should we continue it or change it … There is every reason to think it will continue." • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".