Sky pushes non-sport offering with TV spots

BSkyB is ending a four-year exile from TV advertising with a campaign to convince would-be subscribers that Sky Television offers more than just wall-to-wall sport.

BSkyB is ending a four-year exile from TV advertising with a

campaign to convince would-be subscribers that Sky Television offers

more than just wall-to-wall sport.



M&C Saatchi has produced the work - its first since picking up the

creative assignment on the pounds 20 million account (Campaign, 16

January) - under the theme, ’all you need is Sky’.



The ads are part of an initiative to boost dish sales and draw in

viewers who are deterred by Sky’s subscription costs and the dominance

of sport in its schedules. They highlight the number of movies available

and the breadth of Sky’s documentary and educational output.



Members of the public are featured on a pair of 40-second films. In one,

they relive their favourite movie moments; an old lady takes her cue

from Jerry McGuire by shouting ’Show me the money!’ and a taxi driver

echoes Michael Caine’s famous remark from the Italian Job, ’You’re only

supposed to blow the bloody doors off.’



In the other spot, viewers offer some factual titbits gleaned from Sky’s

History, Discovery and National Geographic channels.



Mark Booth, Sky’s chief executive, said the campaign was intended to

establish Sky as the definitive place to find any type of

programming.



’Two-thirds of Sky viewing is for news, documentaries music or

entertainment,’ he said. ’To non-subscribers, the value of this

programming is often unrecognised.’



The advertising, which broke during Coronation Street on Wednesday, will

run throughout the spring and summer across all commercial terrestrial

channels.



Both ads were written by Peter Cain and art directed by Louis Bogue.



The film promoting Sky’s movies was directed by Mike Stephenson for the

Paul Weiland Film Company. The other was directed by Kevin Thomas for

Blink. Media buying is through Universal McCann.



Working with Sky has involved a complete about-turn for M&C Saatchi,

which was assigned the business just one week after losing the ITV

account to HHCL & Partners.



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