St Luke's unveils BT Business ads.(Brief Article)

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 campaign.

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, ...