St Luke’s BT work invites response

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 website.

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 website.

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

through Godman.

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 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.

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