BT partners with ITV across Coronation Street and Emmerdale in landmark brand collaboration

• The dual soap product placement deal will embed BT naturally into the worlds of Coronation Street and Emmerdale over the next 12 months.
  
  
• The first-of-its-kind creative execution combines bespoke partnership ads and in-show integration, with ads featuring elements from both soaps and airing in the break that connects Emmerdale and Coronation Street.
  
  
• Four bespoke ads featuring BT employees demonstrate how the company helps keep Britain connected, bringing to life its award-winning mobile and broadband networks alongside its support for 999 services, cyber security, and small business support.
  
  

BT is bringing its new brand platform, ‘Behind Brilliant Things’, into the heart of British culture through a creative partnership with ITV that will see the brand woven into the worlds of Coronation Street and Emmerdale over the next 12 months.

This first-of-its-kind partnership unites two of the UK’s best-loved soaps with the UK’s best network in a shared ambition to champion the brilliant things that keep the country connected. It brings together several industry-leading firsts and marks one of ITV’s most ambitious creative brand collaborations to date. This dual soap product placement deal is the first time a brand has united Coronation Street and Emmerdale in one bespoke partnership ad featuring elements from both programmes.

‘Behind Brilliant Things’ shines a light on the vital role BT plays in keeping homes, businesses and vital public services connected and protected every day, across every corner of the country. From powering the nation’s emergency services network to helping stop more than four million scam attempts every day, the campaign showcases the technology and people behind everyday life.

The partnership includes four bespoke ads, created by ITV, set against the backdrop of both programmes, each highlighting BT’s roles in society using BT employees and the sound of the BT Speaking Clock.

Across the next 12 months, BT will become a familiar presence in Coronation Street and Emmerdale with broadband routers in the Rovers, WiFi signage in the Woolpack, bus stop posters, BT vehicles and other products and services integrated naturally into the settings viewers know so well.

Reactive spots will evolve in line with key soap storylines, while cast-led social content will give audiences a closer look at the communities, stories and production of both programmes. BT has also secured licence rights to use the Coronation Street and Emmerdale logos across selected platforms.

Helen Whetton, Brand and Marketing Director at BT, said: “Millions of people rely on BT every day, often without even thinking about it. We’re there in the background, connecting homes, businesses and communities and helping everyday life keep moving. Coronation Street and Emmerdale have been part of British life for generations, telling stories about communities people know, recognise and care about. That shared connection to everyday Britain makes this partnership feel completely natural and gives us a powerful way to champion the people, communities and moments behind brilliant things.”

Bhavit Chandrani, Director of BE Studio at ITV, said: “We’re delighted to bring BT into the worlds of Coronation Street and Emmerdale in what is one of our most ambitious brand partnerships to date. Both shows are built on everyday moments and authentic stories, making them a natural space for BT as they launch their ‘Behind Brilliant Things’ platform. From in-show integrations to bespoke adverts linking both soaps, it’s a great example of how BE Studio brings brands closer to our content with innovative, multi-platform executions that help build real, lasting connections with audiences.”

Rebecca Marshall, OpenConnect Senior Vice President at WPP Media, added: “The strongest brand partnerships are the ones that feel like part of the story. By bringing BT’s ‘Behind Brilliant Things ’ platform into the trusted worlds of Coronation Street and Emmerdale, we’ve created a collaboration that blends seamlessly into the viewing experience while demonstrating the vital role BT plays in everyday life. It allows BT to show not just what the brand does, but how its networks, technology and people help communities, businesses and services across Britain thrive.”

About BT Group

BT Group is the UK’s leading provider of fixed and mobile telecommunications and related secure digital products, solutions and services.

BT Group consists of three customer-facing units: Consumer serves individuals and families in the UK; Business covers companies and public services in the UK; and Openreach is an independently governed, wholly owned subsidiary wholesaling fixed access infrastructure services to its customers – over 700 communications providers across the UK. BT has announced that International, which serves multinational organisations headquartered outside the UK and overseas public sector customers, will be contributed into a new joint venture, expected to complete in the second half of 2027.

British Telecommunications Limited is a wholly owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group. BT Group plc is listed on the London Stock Exchange.

For more information, visit www.bt.com/about