St Luke’s has recruited Mahir, the Turkish stud who became famous
for his web page, as the spokesman for Smartgroups.com.
Mahir was chosen because he was perceived as being the living embodiment
of the power of the web. Last year he achieved almost cult status on the
internet and he has had calls from people including Bill Clinton, Bill
Gates and David Hasselhoff as a result of the popularity of his original
Using his familiar broken English, Mahir begins: ’If you have internet
you may remember me. My name Mahir. Now I know computer make amazing
thing happen. Now is time for communicate for everybody. Everybody I
invitate. We can change the world. We can make it happen. I kiss
Seyloan Vela, the copywriter of the commercial, said: ’Mahir is the only
internet celebrity. He sums up what Smartgroups and the internet are all
about - he’s a nobody from Turkey but he’s world famous.’
The ad was art directed by Colin Lamberton and directed by Stuart
Douglas through Four Hundred Films. Media buying, through Walker Media,
will concentrate on Channel 4, Channel 5 and satellite TV, targeting
18- to 34-year-olds.
Smartgroups is an online communities company, offering users internet
clubs and meeting places. It is described as a mix between e-mail and
having a personal website and provides internet locations where groups
of friends can communicate simultaneously. Smartgroups makes its money
from advertising revenues.
St Luke’s won the pounds 2 million Smartgroups account in January before
the company was bought by Freeserve. It was one of the first agencies to
take a stake in a dotcom client as part payment for its services.