The 24-year-old was told by Big Brother that it was common procedure at this point in the series for outside talent agencies to prepare housemates for work after leaving the house.
Luke was then met by a 'media representative', who told him he needed to demonstrate his "playful" and "sensitive" side.
He was then required to take part in a test calendar shoot, where he posed with a variety of seasonal props for his "sultry" calendar, before rounding up a number of his housemates for a test run of a potential workout DVD.
Unfortunately, all of Luke S's housemates were made aware of the ruse by Big Brother and were instructed to play along, with many of them cringing at the nightclub promoter's vain behaviour.
As a final twist, Luke S was offered his very own TV show - with the choice of either doing the show with girlfriend Ashleigh Hughes, or going it alone, travelling the world meeting the world's most glamorous women.
The succesful completion of the task depended on his selection of the show featuring Ashleigh, which he subsequently did.
The prank was then explained to Luke in front of his chuckling housemates.
After attempting to convince them that he knew it was a ruse all along, he admitted: "They sold it really well. I was lied to! I feel really embarassed now."
His attention then turned to how he would come accross in his photoshoot, as he worried: "What if I look fat? What if I look bloated? I'd had a bottle of water just before."
Watch Luke S being offered his own TV show below:
Photo gallery - Big Brother Day 37:
Copyright: Channel 5