- BSkyB is ending a four year exile from TV advertising with a campaign to convince would-be subscribers that it 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 £20 million account - under the theme "All you need is Sky".
It is part of an initiative to boost dish sales and draw in viewers currently deterred by Sky's subscription costs and the dominance of sport in its schedules.
As a result, the new advertising capitalises on the number of movies available on Sky and on the breadth of its documentary and educational programming.
Members of the public are featured on a pair of 40-second films. In one, they relive their favourite movie moments with an old lady taking her cue from Jerry McGuire with a demand to "show me the money" and a taxi driver echoing Michael Caine's famous remark from the Italian Job--"You're only supposed to blow the bloody doors off".
In the other, viewers offer some factual tit-bits 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 this Wednesday, will run throughout the spring and summer across all commercial terrestrial channels.
Both commercials were written by Peter Cain and art directed by Louis Bogue. The film promoting Sky's movie output was directed by Mike Stephenson for the Paul Weiland Film Company. The other was directed by Mike Stephenson for Blink. Media buying is through Universal McCann.