St Luke’s launches its first commercial for BT’s youth account this
week with a virtually silent three-minute cinema spot promoting BT’s
The film, which is set in a car park in south London, features a man, a
go-kart, a cassette tape and a walkman.
Viewer will discover - after visiting the website - that the film is in
fact a ready-made pop promo.
BT is holding a competition to find the best music track to go with the
video. Unsigned artists are invited to enter by uploading their
compositions on to the ’getoutthere’ website. The judges will be Arthur
Baker, the record producer, and Vaughan Arnell, who directed the film
Arnell has directed promos for artists such as Robbie Williams - for the
songs Millennium and Let me entertain you - and All Saints, for whom he
directed the video for their song The Beach.
The winners of BT’s competition will have their music played, along with
the video, on MTV. Baker will remix the track which will also be
released on a white label.
Al Young, the St Luke’s creative director who, with Arnell, created the
ad, said: ’It’s about forging a meaningful relationship with young
people. The idea demands engagement - without the audience reaction it’s
The website is also meant to show young people that BT has something to
offer them as well as their parents.
Although St Luke’s initially won a straightforward advertising account,
the agency has spent most of its time and budget working with the client
on the BT website, which showcases new talent in music and film.
The getoutthere.bt.com website features around 1,500 music tracks. St
Luke’s has run small classified ads for the site in niche publications
but the agency waited until there was a ’good offering’ before running
mainstream advertising. TV buying for BT is handled by the Allmond
St Luke’s won the pounds 5 million task in March 1999 after a pitch
against HHCL & Partners, Abbott Mead Vickers BBDO, Duckworth Finn Grubb
Waters and Wieden & Kennedy.