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Sky Box Office is launching its first campaign to advertise its

’near video on demand’ (NVOD) film service which is available to

SkyDigital subscribers.

The campaign, created in-house, comprises five movie-style

executions.

Each one is shot in a recognisable movie genre including James Bond,

film noir and sci-fi drama, and centres around the fate of a SkyDigital

remote control.

The distinct executions are meant to illustrate the variety available on

the NVOD service, which was launched last October.

’A cunning little device’ features a Bond-type hero catching a sexy cat

burglar mid-break in. She is making off with the SkyDigital remote

control until the hero disarms her and uses the control to diffuse a

bomb.

The pair then end up in a romantic clinch.

In recent focus group research, Sky discovered that NVOD is one of the

most popular services on SkyDigital. The campaign aims to drive

SkyDigital subscription numbers and also to make existing subscribers

aware of the service. In January SkyDigital had 350,000 subscribers,

according to Sky.

The campaign was art directed by Russell de Rozario and directed by

Martin Delamere.