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.

The BT and ITV partnership, developed with support from WPP Media’s OpenConnect, brings together several industry-leading firsts and marks one of ITV’s most ambitious creative brand collaborations to date. It is a dual soap product placement deal, and is the first time a brand has united Coronation Street and Emmerdale in one bespoke partnership ad. A first-of-its-kind creative execution, the ads feature elements from both soaps and will air in the break that connects the two programmes.

The partnership forms part of BT's wider brand platform, Behind Brilliant Things, which launched in May to celebrate the people, technology and networks that power the UK every day, while shining a light on BT's vital role in keeping the nation connected and protected. For more than 180 years, BT has been behind many of the technologies and networks that keep the country running. Through some of the UK's most loved television programmes, the brand is now bringing that story to audiences in a tangible and culturally relevant way.

Across the next 12 months, BT will become a familiar presence in Coronation Street and

Emmerdale with broadband routers in the Rovers, WiFi signage at Roy’s Rolls, bus stop

posters, BT vehicles and other products and services integrated naturally into the settings viewers know so well.

The partnership also includes four bespoke partnership ads set against the backdrop of both programmes, created by ITV, each highlighting BT’s role in emergency 999 services, cyber security, network infrastructure and small business support. BT employees take centre stage in the films, offering an authentic look at the real people who the real people who work at BT connecting and protecting the nation every day.

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 at BT, said: "Millions of people rely on BT every day, with our technology,

networks and people working quietly in the background to keep life moving. This partnership brings our 'Behind Brilliant Things'; platform to life by showing how connectivity underpins the moments, services and businesses people depend on. Working with ITV allows us to tell that story through two of Britain's most loved programmes and connect with audiences in a fresh and engaging way."

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 Executive Vice President, WPP Media: "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."