A week ahead of 2021’s The Masters, Sky Sports launched ‘It’s Only Live Once’ which brings together some of golf’s most iconic moments for the sports broadcaster’s season launch campaign.
As the 2021 golf season swings into action, this new campaign, developed by the Sky Creative team, blends a series of famous golfing moments to demonstrate that when it comes to golf, as with all sport, the experience of watching live is truly unmissable.
This ‘call to action’ style promo reminds UK golf fans that the only place to watch the biggest golf tournaments of the summer – including the Ryder Cup, The Masters, the Open Championship and US Open – is on Sky Sports.
The creative focuses on the tension before a key shot is taken and uses famous footage with a well-crafted audio mix to build anticipation with a mixture of engaging music, emotional commentary and crowd noise.
“The consistency across the Sky Sports’ campaign is a wonderful thing. Beautifully simplistic, utterly engaging, maximum impact. It’s a great thing to be a part of,” commented Sky Creative’s Executive Creative Director Robin Garton.
The campaign was developed internally by Sky Creative Agency (Sky’s in-house advertising and creative agency and the largest in-house agency in Europe) who worked with Marketing Premiums and Mediacom on the golf season launch campaign.
The campaign was created in-house by Sky Creative Agency with a team including Managing Director (Brand & Creative) Simon Buglione, Executive Creative Director Robin Garton, Creative Director Simon Cole, Producer Alistair Mcgee, Head Of Production Steven Ryan, Account Lead Susanne Freyburg and Account Director Sabrina Hemmingsen-Jensen.
The work was briefed by Sky Sports Chief Consumer Officer Lyssa McGowan, Managing Director (Content Products) Amber Pine, Marketing Director Robbie Balfour, Hod Roberta Lombardi and Marketing Manager Harry Eke with production handled by Editor Josh Moakes and sound by Simon Hitner.
The new season promo was followed by a Masters’ specific spot on 31 March.
Comment:
This is a simple idea, smartly executed and, following last year’s much disrupted season, the campaign clearly drives home the message that as golf returns in 2021 every Major and the Ryder Cup are all exclusively live on Sky Sports in the UK.
It follows in the footsteps of Sky Sports’ recent Formula One campaign which also adopted the ‘It’s Only Live Once, Don’t Miss It’ idea.
While golf is a very different sport to F1, the creatives evoke the same feeling of ‘don’t miss it’ – albeit at a much slower pace.
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