Mother’s debut campaign for Sky TV sees Idris Elba reprise his role as brand spokesperson, this time acting as an observer to a girl’s fun-filled day with her grandfather.
It is the first work from Mother since the agency won the Sky business in October 2018.
A 60-second ad stars Elba as an onlooker to a young fan of The Incredibles who shows up to her granddad’s house dressed as one of the superheroes. She is grumpy at first, but her mood lifts as she gets to watch Incredibles 2 as well as cook and draw with her grandfather. Throughout, they use Sky Q’s features including voice control.
The work was directed by Justin Chadwick through Tomboy Films. The media agency is MediaCom.
The campaign will run on TV and video-on-demand from today. It also introduces Sky's new signature music, Feel it Still by Portugal. The Man.
Katie Mackay-Sinclair, a partner at Mother, said: "All too often, when a new agency comes on board, the impetus is to throw everything out and start afresh. There was a lot that was working well for Sky, so the real opportunity was to augment what was already working by creating a new, richer brand world and a more emotional, insightful dimension to the campaign."