New campaign: Sky Sports

Sky Sports is to launch a poster and viral campaign next month to promote its coverage of the England cricket team's summer Test series against Pakistan.

The ads feature Kevin Pietersen and Matthew Hoggard in dramatic poses and continue the use of the word 'ENGXILAND', which it introduced earlier this year. The work aims to boost awareness of Sky's coverage of games, including this winter's Ashes series. Ads in the national press will promote specific fixtures, and a range of ENGXILAND merchandise will also be launched. The campaign kicks off on 3 July; the posters will run around the country, including sites near county cricket grounds.

Creative agency: United London

Media agency: MediaCom.

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