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Samuel L. Jackson Stars as Nick Fury in Sky Broadband Shield Ad

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Sky turns to Captain America: The Winter Soldier to promote internet safety

Samuel L. Jackson Stars as Nick Fury in Sky Broadband Shield Ad

Sky has collaborated with Disney UK and Ireland to use the upcoming release of Marvel’s Captain America: The Winter Soldier to help promote Sky Broadband Shield and to showcase its internet protection. Samuel L. Jackson will be leading the TV campaign which is part of Sky’s wider ambition to raise awareness of the importance of online safety. 

The new TV ad, which was created by WCRS and Sky, will coincide with the release of Marvel’s Captain America: The Winter Soldier, which will be in cinemas from 26 March. The ad airs from today across Sky and terrestrial channels, and will be backed by a fully integrated campaign, including press and outdoor executions which have been created by V3.  Creating a campaign across all platforms is the next step in Sky’s approach to help customers protect themselves online; by both providing the tools and then making sure customers are aware that these tools exist. 


Launched last November, Sky Broadband Shield offers internet protection that lets customers filter which websites can be seen in their home and it also defends from unwanted phishing and malware-infected sites. Customers can choose between simple age categories or customise their own. It works across all devices connected to Sky Broadband in the home and is completely free to all Sky Broadband customers. 

The deal was developed by Sky and Disneymedia+, the integrated ad sales, promotions and marketing solutions arm of Disney UK and Ireland.

Director of Sky Broadband, Lyssa McGowan said “This campaign forms part of the commitment we made at the launch of Sky Broadband Shield to ensure that we continue to promote online safety to our customers. We are really pleased to have collaborated  with Marvel to bring this easy to use, free product to life for customers.” 

Barnaby Rothwell, Director, Promotions, Disneymedia+ EMEA: “This campaign is part of our ongoing relationship with Sky and we are sure that audiences will love this new ad. The collaboration is a great example of how our powerful characters and stories can work with brands in a creative way whilst maintaining an element of fun.”

Full credits: 

Client:  Lyssa McGowan, Carli Farmer, Barry Skolnick

Agency:  WCRS

Agency Creative Directors:  Leon Jaume, Simon Robinson

Client Creative Director : Barry Skolnick

Creatives : Katy Hopkins, Steve Hawthorne

Agency Producer : Sally Lipsius

Account Handling:  Anna Covell

Media Agency : Mediacom

Print Agency:  Venture Three

Production Company:  Rattling Stick

Director : Ivan Bird

Producer : Lucy Sherwood

Editor:  Jonnie Scarlett @ The Quarry

Post-Production:  Golden Sq

Audio : Grand Central


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Genres: Comedy, Action

Categories: Media and Entertainment, TV and Radio

lbbonline.com, Mon, 24 Mar 2014 14:12:05 GMT