BSkyB is ending a four-year exile from TV advertising with a
campaign to convince would-be subscribers that Sky Television offers
more than just wall-to-wall sport.
M&C Saatchi has produced the work - its first since picking up the
creative assignment on the pounds 20 million account (Campaign, 16
January) - under the theme, ’all you need is Sky’.
The ads are part of an initiative to boost dish sales and draw in
viewers who are deterred by Sky’s subscription costs and the dominance
of sport in its schedules. They highlight the number of movies available
and the breadth of Sky’s documentary and educational output.
Members of the public are featured on a pair of 40-second films. In one,
they relive their favourite movie moments; an old lady takes her cue
from Jerry McGuire by shouting ’Show me the money!’ and a taxi driver
echoes Michael Caine’s famous remark from the Italian Job, ’You’re only
supposed to blow the bloody doors off.’
In the other spot, viewers offer some factual titbits gleaned from Sky’s
History, Discovery and National Geographic channels.
Mark Booth, Sky’s chief executive, said the campaign was intended to
establish Sky as the definitive place to find any type of
’Two-thirds of Sky viewing is for news, documentaries music or
entertainment,’ he said. ’To non-subscribers, the value of this
programming is often unrecognised.’
The advertising, which broke during Coronation Street on Wednesday, will
run throughout the spring and summer across all commercial terrestrial
Both ads were written by Peter Cain and art directed by Louis Bogue.
The film promoting Sky’s movies was directed by Mike Stephenson for the
Paul Weiland Film Company. The other was directed by Kevin Thomas for
Blink. Media buying is through Universal McCann.
Working with Sky has involved a complete about-turn for M&C Saatchi,
which was assigned the business just one week after losing the ITV
account to HHCL & Partners.