Disney Pixar's Inside Out movie characters star in Sky Broadband ad

Sky's new TV ad to promote its premium broadband internet service breaks today and once again sees the pay-TV broadcaster piggyback off the cinema release of an animated movie.

The new ad, which breaks tonight (10 July), features characters from Disney Pixar’s Inside Out, to promote Sky Fibre.

The partnership was brokered by Sky and Disneymedia+ (Disney UK and Ireland’s sales arm), and follows a similar partnership made with Universal to promote Sky Fibre alongside the release of Minions in May.

Inside Out depicts the mind of a young girl named Riley Anderson, whose emotions are personified by five characters who try to lead her through life as she moves with her parents to a new city.

The movie will show in UK cinemas from 24 July and has already been a box office success in the US, where last week it grossed $90.4 million (£58.5 million) in its opening weekend ­– the highest amount taken for a non-sequel since Avatar was released in 2009.

Sky’s ad shows Anderson trying to do her homework when she is stalled by her poor internet connection, with one of the voices in her head suggesting that Sky Fibre will save the day.

The 50-second spot, created by WCRS, was written and art directed by Morgan Hinds-Shorland, Tom Madden, Rachel Donovan and Izy Peugniez, with creative direction from Simon Robinson. 

The ad will be backed by executions on radio as well as YouTube, print media and outdoor posters. MediaCom is the media agency.

Lyssa McGowan, director at Sky Broadband, said: "People who may have experienced poor broadband performance will identify with the emotions expressed by Inside Out characters. But Sky offers a solution.

"This collaboration is a great way to announce a ground-breaking one year free superfast Sky Fibre offer, making superfast fibre even more accessible to everyone."

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