HHCL/Red Cell unveils campaign to attract viewers to Sky Movies

Sky is pushing its library of popular films in new national press and poster advertising that encourages viewers to match their choice of movie to their mood.

The campaign, breaking this Saturday through HHCL/Red Cell, aims not only to build the Sky Movies brand but encourage consumers to tune in and drive subscriptions to Sky Movies packages.

Universal McCann is handling media planning and buying for the initiative, which runs under the theme of "hundreds of movies to match your mood".

It uses shots from some of the channel's most popular films with headlines evoking the mood that the film provokes.

The moods identified range from "I'm in an Ocean's 11 kind of mood", suggesting thrill seeking, to "I'm in an About A Boy kind of mood", suggesting a need for comedy.

Blockbuster films also being featured in the campaign include Star Wars Episode II, Ice Age, The Royal Tenenbaums and Bend it Like Beckham.

All the ads were written and art directed by Jason Fretwell and Greg Milbourne.

Steve Henry, the HHCL/Red Cell creative director, said: "People select what movie they want to watch based on their mood, which is ultimately the core truth identified in this campaign."

He added: "It brings to life the feeling aroused by the film, making the prospect of watching it more real and appealing and helping the viewer find what suits them. It shows Sky Movies understands the viewer."

Barnaby Dame, the Sky Movies marketing director, commented: "These executions are effective in getting the message across and enabling customers to engage and relate to the brand better."