Close-Up: Live Issue - Will a skateboarder give Vauxhall youth appeal?(Vauxhall Motors Ltd.)

The VX Collective - a skateboarder, a DJ, a designer and a film-maker - are skilled, but they are not creatives.

What do you get when you ask a DJ, a skateboarder, a designer and a film-maker to create an ad? As part of Vauxhall's bid to target an edgier, more youthful audience, the car manufacturer is about to find out.

It has brought together a group of individuals it has branded the VX Collective. The group is a loose collection of creative talent that includes: Lucia Helenka, an independent film-maker; the DJ Ross Allen; a designer, Sam Buxton, and Pete King, a pro skateboarder.

The collective's most recent project is a 30-second cinema ad, funded by a small slice of the Vauxhall communications department's budget. There was no official brief and no input from the client.

Collette Dunkley, the Vauxhall executive communications director in charge of the collective, explains: 'About once a quarter, the group comes in and gives us its perspective on our advertising. And they decided they wanted to have a go. We don't tell them what to do. They come to us with ideas.'

The ad features King boarding around a skate park the collective designed and built earlier this year. There are a few shots of Vauxhall's griffin logo and King jumps over a car at the end. Viewers are then directed to a website that tells them about the touring skate park. And, erm, that's it.

Lowe's executive creative director, Ed Morris, is sceptical about the project. It's the equivalent of getting builders to write a novel, he says, adding: 'Advertising is a fine craft. I want (the ad) to be great, but I have seen these things cock up.'