Mid December saw Sky New Zealand roll out a campaign called ‘Summer Of Sport’ which aimed to encourage Kiwis to let it all hang out and remind viewers of the joy sporting fun brings to everyday life and promote the non-stop sports action across its 12 channels.
The campaign is led by a hero commercial which features a cheeky toddler who wriggles free from his dad’s grasp, dumps his diaper and runs along a beach right through the middle of a game of cricket – much to the delight of his fellow toddlers cheering him on – and like so many famous sporting streakers before him, the child is chased by security (in the form of a couple of burly lifeguards).
To ensure the creative has a distinctly Kiwi flavour, the narration/commentary is by the broadcaster’s ‘voice of sport’ – Ian Smith.
The spearhead spot was directed by Fred Bobbsey, via Finch, and it is set to a soundtrack featuring the cult Sixties classic ‘Let It All Hang Out’ by The Hombres.
The lead video runs across television and social channels and comes in 45-, 30- and two x 15-second versions and is accompanied by executions in out of home, print and digital.
“It’s a beautifully simple idea that captures the joy of sport and the carefree spirit of a Kiwi summer combined. Ian Smith’s commentary, a consistent piece in all the Life Needs More Sport films, tops it off very nicely,” commented DDB New Zealand Managing Director Chris Willingham.
Steve Bayliss, Sky’s chief marketing officer, added: “If anyone is tempted to have a crack at bringing our latest campaign to life at the beach – we’d strongly recommend a little self-reflection. As a general rule, the older we get, the more it shouldn’t be seen and can’t be unseen. Nor is it easily forgotten thanks to cell phone cameras and social media. Otherwise, let it all hang out and enjoy a wild summer of sport with Sky.”
The campaign was created for SKY TV NZ Chief Marketing Officer Steve Bayliss, Head of Sport and Brand Marketing Helen Fitzsimons and Sport Marketing Manager Conor Beggs by DDB New Zealand.
The creative agency team included Chief Creative Officer Damon Stapleton, Executive Creative Director Gary Steele, Creative Directors James Conor and Christie Cooper, Senior Art Director Paul Kim, Senior Copywriter Graeme Clarke, Managing Director Chris Willingham, Senior Business Director Aaron Hodgson, Senior Planner Tom Sykes, Head of TV Judy Thompson and Senior Agency Producer Claire Colohan.
The production company was Finch, casting was by Catch Casting, post production was handled by Atticus and sound mix by The Coopers.
Comment:
Whoever’s life this is, we’d like to be living it (especially sitting in a wintry office in London).
Sky launched the campaign as part of its ongoing ‘Life Needs More Sport’ platform which launched earlier in the year in August to introduce its 12 channel sports offering and its new Sky Sport Now streaming product (which replaced Fanpass).
It featured six comic spots to demonstrate to New Zealanders why adding sport to life can make it better: each of which takes an everyday situation and injects the quirks and quandaries of sport into them to bring a smile to people’s faces.
Links:
Sky New Zealand
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