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Commissioned to communicate one of Sky Movies' key propositions -- films without ads -- "billboards" was shown for the first time last week at the UK premiere of 'The Simpsons Movie', which was sponsored by Sky Movies.

Sky took advantage of a unique opportunity at the beginning of 2007, when Sao Paolo's mayor introduced a Clean City law banning more than 8000 ads on billboards, to rid the city of "visual clutter".

Sky took advantage of the window between the ads being banned and the structures themselves being dismantled, to shoot the 60-second ad.

The creative focuses on the stark, strangely beautiful structures left when the ads were removed, accompanied by Gene Wilder's 'Pure Imagination' from 'Willy Wonka & the Chocolate Factory'.

It ends with the line: "Because you like movies with no interruptions, we took away the ads."