Bates gets emotional with BSkyB

BSkyB is tapping into the excited anticipation of fans about the upcoming Premiership football season in new advertising that seeks to reinforce its appeal to existing customers, while capitalising on ITV Digital's collapse.

The company not only sees a real opportunity to woo up to two million armchair supporters who have yet to find an alternative to ITV Digital, while attracting floating viewers already "softened up by the extensive World Cup coverage.

Bates UK has produced the new TV burst, running from Saturday, which attempts to capture the emotional intensity felt by fans as the new season approaches.

The 40- and 30-second spots include a series of vignettes featuring fans from all walks of life. In one, a postman is overcome as he delivers a package to the Liverpool and England striker Michael Owen. In another a girl waits outside her club's training ground for the chance of waving to players on the team coach as it arrives. The mood of the films is sustained in the accompanying music, the Burt Bacharach song This guy's in love with you.

Michael Abbott, the Bates group account director on the business, said: "We're trying to avoid presenting the Premiership as if it was a boxing promotion, but want to tell a story of how people feel about football. There's no question that the game creates intense emotions."

The ads, which will run on Sky and terrestrial channels, were written by Andy McGuinness, art directed by Dick Dunford and directed by Antony Easton through Spectre. The media schedule, devised by Universal McCann, will include national press, featuring a single shot of all 220 Premiership players.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).