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Mother Launches Its First Sky TV Campaign Marking Start of the Masterbrand Evolution

Idris Elba hangs out with a grandad and his superhero-loving granddaughter as gradual brand transition strategy kicks off

Mother Launches Its First Sky TV Campaign Marking Start of the Masterbrand Evolution

Today sees the launch of a new Sky TV campaign, which is Mother’s first following the agency’s appointment in October 2018.

Staring brand spokesperson, Idris Elba, the hero 60 second brand ad sees him act as an observer, as we’re introduced to a young Incredibles fan spending the day with her grandfather. Throughout their time together, one of the most celebrated features available on Sky Q, voice control, is brought to life, much to the young girl’s delight.

This campaign is Mother’s first step in with Sky on the journey to evolve their masterbrand. It introduces new elements to the brand’s communications, including the new signature music ‘Feel it still’ by Portugal. The Man and the creation of a new vibrant visual world. The hero TV is supported by a range of communications that build on the Sky Q product promise, with additional messaging on the value proposition. It will run on linear and VOD, planned and bought by Mediacom, from Friday 12th April.

Katie Mackay-Sinclair a Partner at Mother commented: “All too often, when a new agency comes on board, the impetus is to throw everything out and start afresh. There was a lot that was working well for Sky; so the real opportunity was to augment what was already working by creating a new, richer brand world and a more emotional, insightful dimension to the campaign.”

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Post Production / VFX

Post producer: Chris Gray and Ben Stell

Post Production Company: Framestore

Production Company

Director: Justin Chadwick

Director of Photography: Matyas Erdely

Producer: Barnaby Spurrier

Production Company: Tomboy Films


Edit Company: Final Cut

Editors: Rick Russell and Suzy Davis

Creative Agency

Creative: Mother

Creative Agency: Mother

Sound Engineer: Sam Ashwell

Strategy: Mother


Recording Studio / Mix: 750mph

Category: Consumer Electronics , TV

Genre: Dialogue , Music & Sound Design , People