This paper outlines how BT constructed a soap-opera style campaign to sell their broadband service to ordinary people living ordinary lives. Whilst other brands in the category designed campaigns to appeal to technologically hungry ‘early adopters’, BT realised the opportunity to explain to a more mass-market, technologically sceptical group of consumers how broadband could help keep their everyday lives on an even keel. The paper outlines how adoption theory was used to help construct the campaign to produce £874m in incremental revenue to BT, a gross profit payback of £3.36 per £1 spent on advertising