Idris Elba Reveals 'The Next Generation Box' for Sky Q

Sky has launched a through-the-line campaign for its new Sky Q box.

This phase of the campaign introduces Sky Q as ‘The Next Generation Box’ and focuses on five features that make Sky Q the best TV experience on the market.

 

Created by Brothers and Sisters, the campaign finds Idris Elba relaxing at home as he explains the benefits of Sky Q’s new state-of-the-art features – from recording more of the shows you love to taking your recordings out and about with you.

 

In addition to the three 30 second ads on TV, a suite of 10 second videos have been created as part of a digital sequential targeting campaign.

 

The print work showcases the kit, heroing the box itself and using content to bring each feature to life in the newly updated Sky user interface.

 

Will Flack and Aaron Willmer were the Creative Directors on the campaign. Andy Fowler was Executive Creative Director. The spots were directed by Sam Miller at Hunky Dory. Mediacom is handling media planning and buying.