An emotional pandemic-focused brand spot for Sky Sports launched at the end of April and celebrated all the many ways which sport enhances and nourishes the lives of fans and stars alike and brings people and nations together.
Called ‘I Am Sport’, the film sees Sky Sports act as the narrative voice setting the scene for the sport’s comeback.
The campaign was conceived and executed by Sky Creative Agency, Sky’s in-house advertising and creative agency and the largest in-house agency in Europe, and was produced under tough circumstances.
The video blends internally produced and externally sourced content from various social media profiles of athletes and fans alike, while the voiceover was reported to have been recorded under a duvet and then finished in a sound studio.
The spot closes with the line: “I am sport, but I am nothing without you.”
The spot includes video content taken with the permission from the social accounts of stars such as Harry Winks, James Milner, Alisson Becker, Ben Stokes, Charley Hull, Rory Mcllroy, Katie Taylor, Jeremy Lynch, Max Witlock, Christian Kabasele, Alex Oxlade-Chamberlain, Joseph Parker and Caroline Weir.
Indeed, all the athletes staring in the commercial agreed to donate their fees to Sky Cares charity partner ‘The Youth Sport Trust’ which works to help youngsters stay active and healthy at home throughout lockdown.
The campaign was created for Sky Sports Lyssa McGowan, Carli Kerr, Robbie Balfour, Sally Miller and Laura Pinnell by in-house by Sky Creative Agency with a team that included Managing Director (Brand & Creative) Sky Simon Buglione, Executive Creative Director (Advertising) Robin Garton, Executive Creative Director (Promotions) Lee Parker, Creative Lead Sport Simon Cole, Promo Creative Chris Kirtley, Head Of Production Paul Mortimer, Campaigns Producer Al McGee, Campaigns Producer Paul Coward, Assistant Producer Diego Caicedo-Galindo, Production Co-ordinator Marianne Bowser, Technical Operator Christina MacCallum, Senior Account Director Susanne Freyberg and Account Director Nick Judd
Comment:
An emotionally powerful spot and the idea and message echo those in the ‘Ready For Sport’ ad launched by Adidas the previous week (see case study).
Despite the rise of linear and traditional television viewing during the pandemic, subscription numbers for cable and satellite providers has largely fallen – a drop driven by the absence of live sport.
So spots like this seek to slow the slide and defend the subscriber base with an emotional flavour of what is to come in the future – fingers crossed the not too distant future.
Links:
Sky Sports
https://www.facebook.com/SkySports
https://www.instagram.com/skysports
Sky Creative Agency
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