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
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
The radio campaign extends the theme, using the examples of listening to
whale music, reading jargon-ridden business books or lounging about on
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.