Sky will unveil its latest advertising campaign tomorrow to promote the launch of Sky Mobile. The campaign reveals Sky’s new brand positioning “Say Hello,” which introduces customers to more choice, more flexibility, more control and more possibilities with Sky Mobile. The campaign, created by WCRS, launches with three TV spots, starring Oscar-nominated actor Tom Hardy, best known for his performances in The Revenant, Mad Max: Fury Road, The Dark Knight Rises, Lawless, and, most recently, BBC drama Taboo. The films were shot by award-winning film director, John Hillcoat, best known for The Road, Lawless and The Proposition.
The first advert, “Café,” focuses on Sky’s Roll proposition, which allows customers to Roll any unused data into a piggybank each month, which they can keep for three years and dip into whenever they like. This is brought to life through an analogy using sugar cubes during an interaction between Tom Hardy and an angered waiter, demonstrating how frustrating it is when other mobile phone providers take back data you haven’t used.
The second spot, “Shoes,” focuses on Sky’s Swap proposition, which gives customers the opportunity to Swap their phone to the latest model every 12 months, free of charges. This is illustrated by the story of a long journey that wears down Tom Hardy’s shoes, demonstrating the frustration with other mobile providers where you pay expensive upgrade fees or have long waits to get the latest models.
Finally, “Factory,” focuses on Sky’s Mix proposition, which lets customers to change their data, text and calls up and down every month, depending on their needs. This is brought to life through the analogy of a standardised production line (illustrating other mobile providers), which produces the same thing month after month, while Sky’s offering is much more flexible.
Leon Jaume, Executive Creative Director at WCRS, said: “We wanted to launch Sky Mobile with a campaign that's really clear and straightforward, but compelling and memorable at the same time. And to be fair, we had a bit of a head start with a product as revolutionary as Sky's and an actor as powerful as Tom Hardy."
The ads will run across ITV1, C4, ITVB, ITV Digital, C4 Digital, Sky Media (including C5) and Eurosport until 30th May. A supporting radio campaign will air on the 7th April, building on Sky’s propositions and approach and demonstrates that there’s a way to be free of the frustrations mobile customers currently face, by taking a new way with Sky Mobile. The media agency on the campaign is Mediacom with production by Stink and post by MPC.