Agency: Brothers and Sisters
Client: Sky Sports
Sky has launched a major cross-platform marketing campaign for Sky Sports. Celebrating the unpredictability of top-class sport, the campaign contrasts this with the certainty of quality and breadth of coverage that defines Sky Sports on Sky.
The campaign aims to remind sports fans that Sky remains the only platform which offers all of the action across all five Sky Sports channels, in High Definition (HD).
Spanning TV, outdoor, print and digital, the campaign breaks with the TV ad premiering to Sky Sports’ Facebook fans before making its terrestrial debut. It is being backed by print, outdoor and digital.
The campaign uses the iconic and philosophical figure of Cantona to consider the uncertainty of sport. Cantona narrates the TV ads in the first person as he relives classic Sky Sports captured moments of surprise or unpredictability.
These include Liverpool’s winning of the 2005 Champions League final (having trailed 3-0 at half time), the outrageous through-the-legs winner from Roger Federer (to set up match point in the semi-final of the US Open), and Kevin Pietersen’s first audacious left-handed six, through to the slightly more off-beat scenes of a simultaneous double knock-out of two boxers and the stealing of a golf ball from a green by a seagull (a reference football fans will remember from Cantona’s infamous 1995 press conference).
Having passed through, and interacted with, each of these classic scenes, Cantona signs off with the line: “Anything can happen in sport. The only certainty is you’ll get all of Sky Sports on Sky’
“This campaign encapsulates everything that fans love about the unpredictability of live sport. Like the uncompromising Cantona, fans demand passion, quality and dedication,” said Sky’s Director of Marketing for Sports and News, David Murdin.
“What’s more, they don’t want to miss a moment of the sports they love, which is why we believe customers will respond to the authenticity of Sky Sports, a brand which has won the trust of sports fans following over two decades of ground-breaking coverage.”
The cross-platform campaign will support the biggest year yet on Sky Sports, more live Barclays Premier League football, the Ashes, Ryder Cup, UEFA Champions League, Scottish Premier League, Premiership and Heineken Cup rugby, international football and rugby, US and European PGA golf and much more besides.