BSkyB is set to unveil a pounds 9m TV, poster and press ad campaign
to launch the new Premier League season and drive subscriptions to
SkyDigital.
The campaign, through St Luke’s, uses the theme of sport as a means of
unlocking emotions. The TV work involves six 50-second spots showing how
sport helps people get in touch with their feelings.
In ’Deliverance’, a new father struggles to express his joy at the
arrival of his new baby until a nurse compares the experience to England
beating Germany.
In ’Father’, a teenage boy is upset by the break-up of his relationship,
but it is not until his father compares it with losing in a playoff that
he can shed tears. All six executions feature the strapline, ’Let the
power of sport into your life’.
The TV work, which breaks on terrestrial TV and Sky-Digital on August
15, is supported by a 96-sheet poster campaign featuring a sun bursting
through clouds as an evangelical call to viewers.
The ads, which position the Premier League as available via SkyDigital,
rather than the Sky sports channels, is expected to play a key role in
helping Sky meets its target of five million subscribers by the end of
the year.
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