St Luke’s launches TV ads for Govt New Deal

St Luke’s has persuaded four successful UK businessmen to embarrass themselves in public for the Government’s New Deal campaign which breaks on Sunday.

St Luke’s has persuaded four successful UK businessmen to embarrass

themselves in public for the Government’s New Deal campaign which breaks

on Sunday.



Each of the 70-second ads shows a self-made businessman leaping up from

his seat on a crowded railway train to explain to his fellow passengers

why his company has signed up for the New Deal. Hidden cameras record

the passengers’ discomfort at this unusual behaviour.



’If only one employer signs up for the New Deal, they’ll say he’s mad,’

the voiceover says. ’When ten sign up then people will say it’s a

cult ... but when a thousand are all signed up people will say it’s a

movement.’ The spots close on crowd scenes led by the participating

businesspeople.



Each industrialist was chosen to represent a particular region of the UK

and stars in two commercials. A 70-second spot to be shown at the

beginning of an ad break contains the train sequence while a 20-second

ad ends the break with a personal interview.



The businessmen volunteered for the task and performed without a script

on real passenger trains. Passengers were later asked if they would give

their permission to appear in the film.



The New Deal is part of the Government’s Welfare to Work scheme and

offers incentives to employers who create jobs for young unemployed

people in Britain.



The spots, created by Kate Stanners and Tim Hearn, two creative

directors at St Luke’s, were unveiled by the Prime Minister, Tony Blair,

at a press conference on Wednesday. They were film-ed by Vadim Jean

through Beechurst Films.



The campaign is backed by an pounds 18 million spend over three years,

with pounds 11 million earmarked for the first year. Media buying is

through MediaVest.



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