St Luke's wicked gremlins, who have been haunting the illiterate
British public, are returning to national television screens in the next
phase of a Government push to support the Department for Education and
Skills' "Get On" campaign.
Targeted at the seven million adults in the UK who have basic reading,
writing and maths needs, the new work is aimed at encouraging more
learners to overcome their fears and take action through signing up for
the numerous free courses available.
The first wave of the campaign was launched by the education secretary,
Estelle Morris, last August, and generated more than 50,000 calls. As a
key element of the Skills for Life strategy launched by the Government
last March, it forms part of a £1.5 billion national drive to
improve adult literacy, numeracy and English.
In the latest burst of advertising, the tables are turned against the
gremlins who previously taunted those with maths, writing and reading
The advertisements feature the same gremlins now being ignored by those
who have overcome their issues and fought back. One spot shows a young
man on a bus reading the lyrics to a song he is singing along to on his
He is oblivious to the vexed gremlin running alongside, shouting at
The campaign was written by Seyoan Vela and art directed by Colin
Lamberton. It was directed by David Hartley through Stark Films. Media
planning is through Manning Gottlieb Media and buying is through