EDITORIAL: BT hitches a ride on success of Gladiator

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.