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