St Luke’s chooses Mahir as Smartgroups spokesman

St Luke’s has recruited Mahir, the Turkish stud who became famous for his web page, as the spokesman for

St Luke’s has recruited Mahir, the Turkish stud who became famous

for his web page, as the spokesman for

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.


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