Sky Creative reveals first work for outside client in shop! TV ad

Sky Creative, BSkyB's recently launched in-house production unit, has created its first advertising campaign for an external client.

The National Magazine Company is supporting the launch of its title shop! with a ten-second TV execution. The ad breaks on Saturday and shop! launches on 4 August.

Sky has created a cartoon-style ad that shows a woman flicking through shop! before walking down a high street and sitting at a cafe pulling the magazine out of her bag. The voiceover then tells consumers that shop! comes free with Company magazine.

If the response to shop! is good NatMags may launch it as a standalone title next spring.

The ad will air on Channel 4, five, E4 and Sky channels in breaks in programmes including Angel, Six Feet Under and Friends. The target audience is women in their 20s. Media was planned and bought by Sky.

The ad was written by Rafaela Perera and art directed by Darren Kelly. It was directed by Martin Delamere.