HHCL Red Cell aims to attract viewers to Sky One with '24' ad

HHCL/Red Cell is launching a national poster campaign for Sky One's exclusive screening of the new series of 24.

Sky scooped the programme from the BBC against competition from Channel 4, and the ads aim to tell loyal 24 viewers where they can now watch the show. A second wave of the campaign will look to attract new viewers.

The posters launch on 15 January and feature a picture of the show's lead character Jack Bauer, played by Kiefer Sutherland. The line "If you don't get Sky, you don't get Jack" emphasises that only Sky is showing this series.

The ad was written and art directed by Billy Faithful and Ross Neil.

Steve Henry, the creative director at HHCL/Red Cell, said: "It's always fun grabbing the attention of viewers to alert them to the range of high-profile shows running on Sky One."

Barnaby Dawe, the head of marketing communications at Sky TV, said: "Winning such a seminal show as 24 is our stake in the ground, asserting our place in the market."

A national press and magazine campaign will follow the poster campaign, before the programme's launch in February. Media planning and buying was by Universal McCann.