BT has launched a new campaign that has “trust” at its heart instead of “celebrities and hyperbole” as it looks to reconnect with consumers.

The brand has faced a lot of negative press over the past year. In June, Ofcom revealed that BT topped a list of the broadband providers generating the most complaints, averaging 34 complaints per 100,000 subscribers. It was followed by TalkTalk, then BT-owned Plusnet and EE.

Meanwhile, BT’s profits fell more than 40% in the first quarter of its new financial year after it was forced to pay out £225m to two shareholders following an accounting scandal at its Italian operation.

YouGov BrandIndex figures also show that BT still has some work to do to improve consumer perceptions of the brand. BT is currently placed 24th out of 27 tablet and broadband providers, with Blackberry, AOL and TalkTalk following in its wake.

Its Index ranking, a measure of a range of metrics including quality, value and reputation, has also fallen by -1.4 points over the past year to -0.9.

By adopting a new advertising style, BT aims to be more relevant to its customers’ daily lives while educating them on its different products and services.

It is launching two ads today (4 August), created by AMV BBDO. Its broadband advert focuses on the emotional benefit of its wifi, while an ad for BT Sport shows the breadth…