Agency: Fallon London
By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 29 September 2000 12:00AM
Sky is spearheading a pounds 6 million advertising campaign for the controversial digital video recorder TiVo, which can screen out advertising breaks and devise programming schedules through tracking people's viewing habits.
Agencies and advertisers have voiced concern about the impact of TiVo on commercial advertising - fearing that if take-up becomes widespread, the ability for viewers to skip advertising breaks will make serious inroads into advertising opportunities.
The campaign, created by St Luke's and bought by Universal McCann, will back the launch of the boxes in October. TiVo, which has launched in the US, has partnered with Sky to enter the UK market. The subscription revenues for the service will be split between the two companies.
The TiVo ads, as well as a substantial campaign for Sky Digital, will be St Luke's final major work as Sky's sole creative agency, following the announcement last week that it would build a roster of agencies to work on advertising its many different platforms.
St Luke's chief operations manager, David Abraham, commented: 'We will continue to add value in areas where we have the appropriate expertise, but St Luke's is not a through-the-line agency so it makes sense for Sky to now extend the roster.'
The TiVo advertising campaign centres around the theme of people being 'gobsmacked' by the capabilities of TiVo. The TV work, which will run on terrestrial and multi-channel TV, will highlight the main points of difference for TiVo. These include the ability to pause during live TV broadcasts, record programmes without needing a video tape, the ability to record every episode in a programme series as well as build a profile of a viewer's habits.
The TV spot features Jamie Oliver-types who look increasingly amazed at TiVo's features. The tagline reads: 'You have to see it to believe it.'
The ads were written by Alistair Campbell, art directed by Suzanne Hails and directed by Steve Lemoine and Rick Miller from @ Radical Media. The campaign breaks on 16 October.
This article was first published on campaignlive.co.uk