Goodbye ET, hello Gladiator. Beleaguered BT is tapping another
blockbuster movie to find a way of connecting with its consumers. The
new branding campaign dumps the 70s icon for one about 2,000 years old.
The agency, St Luke's, has even tapped RSA, the makers of Gladiator, to
direct its epic. Let's see if blood, guts and pagan rituals have a wider
appeal than the lovable rubber puppet.