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Now TV, Sky's online TV streaming service, has launched "magic ads" to show off its new branding and promote its services. The work, by WCRS, shows people explaining the benefits of Now TV, such as its contract-less offer and variety of shows. In one spot, a woman takes a 12-month contract sheet, scrunches it up and turns it into confetti. She then turns to her TV and throws a cushion, which becomes a box of popcorn when she catches it.