Reach for the Sky Live is part of BSkyB's community investment initiatives to give young people the chance to see where their talents lie and to try their hands at things they do not usually get the opportunity to do.
It takes place over the summer holidays across the UK as a three-day event, enabling young people to get hands-on experience in media, entertainment and sport. Sky claims that it has invested £10m in community initiatives since 2000.
The two spots will appear on Sky Sports and Sky One for four weeks, breaking this week. The ads will feature junior versions of Liberty X and England rugby union player Greenwood, who have the opportunity to follow in the footsteps of their heroes and become world famous. The ads were created in-house.
Ben Stimson, head of corporate responsibility at Sky, said: "More than 15,000 young people have taken part in Reach For the Sky since it was first established. The whole idea is to aspire to be the best you can be, and Liberty X and Will Greenwood are excellent examples of people who have worked hard to achieve their ambitions, believed in themselves and focused on their goals -- it's what Reach for the Sky is all about."
Reach for the Sky is funded by BSkyB and run in conjunction with charity and government partners including Weston Spirit, the Learning & Skills Council and Youth Sport Trust.
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