Escape Buffering Broadband with Idris Elba and Sky's One Touch Switch

Sky Broadband has launched a brand-new campaign, starring Idris Elba, that showcases the ease of switching providers and the joy of Sky’s full fibre broadband. The campaign coincides with the launch of the broadband industry’s One Touch Switch process.

The advert, developed by Sky Creative, will run across TV, OLV, radio, display, social, OOH, and DM and features Idris Elba as the facilitator of the broadband ‘switch’, helping Sky customers ‘eject’ from their old providers in an action-packed escape.

Robin Garton, executive creative director of advertising, Sky Creative, said, “We have worked to create a brilliantly simple and impactful way to describe how easy it is to change broadband provider to Sky. Who better to co-pilot a customer as he hits the eject button than Idris Elba? The campaign required seamless collaboration between marketing and creative and is another great example of how having Sky Creative at the heart of Sky enables us to produce work that really embodies the business.”

This is the first time Idris has starred in a Sky Broadband advert and he brings his signature action pedigree to this tongue and cheek concept, showcasing the feeling you get when you join Sky.

The advert highlights Sky’s new 24/7 dedicated switching service – the UK’s only major provider to offer this service – as well as the importance of switching to full fibre.

This push to full fibre is further emphasised in OOH activity, where it is being targeted in locations that have existing access to full fibre.

Sunny Bhurji, marketing director for Sky Connectivity said, “Sky Broadband is giving customers more than ever before this year and it’s been a thrill to work with Idris Elba and Sky Creative to bring this innovative advert to life. This will form part of a bold and unified campaign across multiple touch points, which continues to illustrate the joy Sky’s Broadband brings to customers.”

For the first time ever, Idris will also be the face of Sky’s social content, drawing on the narrative from the TV ad by creating engaging content across Sky Broadband socials that encourages people to ‘push the button’.

The campaign’s AV activity was directed by Scott Lyon, with Rogue Films. The static photography was captured by Alex Telfer through Peter Bailey.

All broadcast, radio, OOH, digital and social content will be live from 1st October.