St Luke's unveils BT Business ads

St Luke's has unveiled its first national press, poster and radio

work for BT Business since winning the account from M&C Saatchi five

weeks ago.

The campaign will build on the core creative idea that it developed for

BT's corporate advertising, which introduced the endline "More

connections. More possibilities" and featured individuals talking to an

audience in a massive amphitheatre.

It aims to take this into the business arena and articulate that BT

provides the connections to help businesses perform better.

A new endline, "Connections that get results", is introduced by the


The light-hearted advertising scorns the New Age business trends that

emerged in the healthy economy of the late 90s.

In contrast to a focus on staff retention, the campaign instead

recognises that in an economic downturn there is a need to concentrate

on grittier issues in the workplace.

It pokes fun at business trends such as staff away-days, group hugs and

trust sessions, and juxtaposes such activities against the more

realistic, practical solutions that are required today.

One execution features a group of employees awkwardly embracing each

other. The strapline reads: "Create closer working relationships without

group hugs."

The radio campaign extends the theme, using the examples of listening to

whale music, reading jargon-ridden business books or lounging about on

bean bags.

Al Young, the joint executive creative director of St Luke's, said: "St

Luke's is a past master of New Age management. We didn't have to look

far for our material."

The press ads will run in national papers and business titles such as

The Economist and the Financial Times.

A national television campaign, directed by Daniel Kleinman through

Spectre, will follow in November.

The campaign was written by Roderick Fenske and art directed by Steve

McKenzie. Press and radio was planned by PHD and bought by Zenith Media,

with Outdoor Connections buying the posters.

The new work marks a change from M&C Saatchi's strategy which used the

word "Can't" in bold with the "t" blocked out.

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