Brothers & Sisters
Mon, 15 Jul 2013 09:10:34 GMT
Global sporting icon David Beckham stars in a major new Sky Sports ad campaign launching this week.
The TV campaign uses special effects to show several different versions of David Beckham overlapping on screen as the footballing superstar enjoys the convenience and flexibility of watching Sky Sports wherever he wants. During the 60 second ad, Beckham is seen watching Sky Sports on TV, laptop, smartphone and mobile tablet in a variety of locations including his London home, over lunch at a pie and mash shop and backstage at a TV studio. Creative agency Brothers and Sister developed the campaign with digital agency Inferno.
"The series of Beckhams are seen through a typical day staying in touch with his passion for sport using the various technological touch points to access Sky, including his smart phone, tablet, TV and laptop. The autobiographical style of the ad shows Beckham in a way we've never seen him before – relaxed, off guard and in his down time. David Beckham genuinely loves watching sport on Sky using Sky+ and Sky Go. What could be better than a glimpse into the life of the most iconic man in the world, showing how Sky fits perfectly into his new life in London?” said Andy Fowler, Founder of Brothers and Sisters.
The TV ad premiered across a number of Sky and terrestrial channels on Sunday and is part of a wider Sky marketing campaign launching this week which reminds customers that the full Sky Sports experience - across all six Sky Sports channels and in HD, 3D and on the go through Sky’s mobile TV service Sky Go - is only available on Sky.
Alongside the TV ad, the multi-million pound campaign will also run across print, outdoor, digital and through social media channels. It has been developed by agencies including Brothers & Sisters and Inferno. The campaign premieres as Sky Sports prepares for its biggest ever season of Premier League football. Starting in August, Sky Sports will offer more live Premier League matches than ever before, with 116 live games across the season - three times more than BT Sport. On top of this, Sky Sports also offers customers live football from the UEFA Champions League, Football League, La Liga and the SPL.
Stephen van Rooyen, Sky’s Managing Director for Sales and Marketing, said, “One of the most celebrated and iconic players of all time, there’s simply no one better than David Beckham to help us launch the biggest ever season of Premier League football on Sky Sports. With Sky Sports customers able to enjoy an unrivalled range of sport on their own terms – whether at home in stunning high-definition or on the move through Sky Go – as well as more live Premier League matches than ever before, there’s never been a better time to join Sky.”
Beckham’s starring role in the campaign follows the announcement earlier this year that he has joined Sky as an ambassador. In this long-term partnership, Beckham will be playing a leading role across the breadth of Sky’s work to support grassroots sport and encourage participation across Britain and Ireland. This includes using the power of sport to change lives through the Sky Sports Living for Sport initiative, which in collaboration with schools nationwide helps improve the lives of more than 30,000 young people each year.
Project name: Meet the Beckhams
Client: BSkyB, Barry Skolnick, Group Creative Director
Brief (in one line): Assert Sky's superiority as the leader in sports broadcasting by highlighting the fact that sport is better on Sky with specific focus on the start of the new football season.
Creative agency: Brothers and Sisters
Creative Director: Brothers and Sisters
Copywriter: Brothers and Sisters
Art director: Brothers and Sisters
Media agency: Mediacom
Media planner: Mediacom
Production company: Rattling Stick
Director: Ivan Bird
Editor: Jonnie Scarlett @ The Quarry
Post-production: Golden Square – Rod Norman, Danny Etherington (Online) MPC – Jean Clement Soret (Grade)
Soundtrack composer: Composers: Orlando Murden / Ron Miller- "For Once in my Life" (version by Stevie Wonder)
Audio post-production: Wave – Parv Thind
Exposure: TV, Cinema, Print – OOH, Digital, Social