Sky ads target pay-TV refuseniks

BSkyB is launching a wide-ranging campaign to break down the resistance of hardcore refuseniks who still see the broadcaster as synonymous with football and films. The ten-week TV, cinema, press and outdoor initiative aims to showcase the breadth of the Sky offering and asks potential viewers: "What do you want to watch?" HHCL/Red Cell has produced the work, described as "a celebration of the content available on the Sky platform and Sky's promise of customised entertainment".

The TV commercials will feature clips of Sky's content, from Sky One's 24 and Disney Channel's Finding Nemo to Sky Movies' The Matrix: Revolutions and TCM's Elvis, That's the Way it is.

The press executions will use the same theme, but will focus mainly on addressing the reasons people have for not subscribing to pay-TV.

The new identity will run across a dozen TV spots, more than 20 posters and ten press executions in the run-up to Christmas.

The ads were created by Billy Faithfull, Saskia Burrows, Caroline Blainey and Ross Neil, with production by Cut & Run and Golden Square.

The work was developed in collaboration with Venture 3, Sky's branding agency, which devised its new brand identity. Media planning and buying is by Universal McCann and MediaCom.

The campaign ties in with a pledge by James Murdoch, Sky's chief executive, to boost subscribers amid greater multichannel competition. He is aiming to reach eight million subscribers by the end of 2005 and ten million by 2010. However, growth has been slowed by the introduction of the BBC's Freeview, which is partially backed by Sky.