Dustin Hoffman stars in Sky Atlantic ad

Hollywood actor Dustin Hoffman stars in a TV ad for new channel Sky Atlantic, which has the exclusive UK rights to show cult series such as 'Mad Men', ahead of the channel's launch on 1 February.

Hoffman’s first TV series 'Luck', which is about horse racing, will be shown on Sky Atlantic towards the end of the year. Other highlights include the back and future catalogue of American TV network HBO, including 'The Wire'.

The TV ad, which was produced by WCRS and directed by Sky's creative director Barry Skolnick, features Hoffman speaking directly to the camera against the backdrop of the New York skyline, talking about the art of storytelling.

After its premier this evening (7 January), the TV ad will run across a range of digital and terrestrial networks, in a campaign planned and bought by MediaCom. The Dustin Hoffman creative will also be used on Sky’s online magazine and Sky.com.

Naomi Gibney, director of marketing and communications for Sky Networks, said: "Sky Atlantic HD is a major new channel for Sky with great storytelling and incredible performances at its heart.

"We therefore wanted a collaboration with a hugely talented actor in a marketing campaign that reflected the power of great stories, and Dustin Hoffman was the perfect choice."

Last October, BSkyB announced plans to launch Sky Atlantic as a new entertainment channel, showing both American and British productions, to sit alongside Sky1 and Sky Living, formerly known as Living.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published