Sky Atlantic Hosts Volvo’s ‘Safety in Action’ Campaign in Its 10th Year of Partnership

Sky Media’s latest campaign with Volvo, brokered in partnership with Mindshare Invention, sees high-intensity and bold branded content airing on Sky Atlantic, featuring stunt talent from the BAFTA-winning Sky Original series, ‘Gangs of London’.

Created by Sky Media’s in-house commercial production team and harnessing Sky Original talent, the four-minute branded content creative is titled ‘Inside The Mind Of A Stunt Artist’. Airing on Sky Atlantic on April 18th 2023, the content explores the importance of psychological safety for stunt artists. The message is driven home by stunt professional, Mens-Sana Tamakloe, who doubles for lead actor Ṣọpẹ́ Dìrísù in ‘Gangs of London’, a show known for its exhilarating, edge-of-your-seat, action.

The bespoke branded content will be hosted on Sky’s YouTube channel. In addition, as part of a wider media campaign, the film will be supported and promoted with 30” trailers on BVOD, SFVOD, Linear, Sky AdVance and AdSmart from Sky; and 60” clips that will run across Sky social channels.

Safety is at the core of Volvo’s ethos and the brand leads the way when it comes to the safety of people inside and outside the car. So, highlighting the importance of emotional safety is where this new campaign plays a key role with the branded content. It reflects Volvo’s Safe Space Technology, which uses cutting-edge sensing technology. The new Volvo EX90 will be the first car to feature the system that supports the driver by recognising if they are distracted and not focussed on the road ahead. The car can take appropriate measures to alert the driver of any potential risk, or even stop the car and call for help.

Sarah Jones, director of planning at Sky Media said: “We’re thrilled to continue to evolve our long-standing Volvo and Sky Atlantic partnership. ‘Gangs of London’ – one of our most popular Sky Atlantic dramas – was the perfect context to connect Volvo’s safety features with fascinating stories from Gangs’ stunt workers.”

Terissa Wingfield, brand and product marketing lead at Volvo added: “We are delighted with this new film, which is a product of our long-running relationship with Sky. The development of our Safe Space Technology is based on understanding human behaviour. We all experience emotions, but some of them can distract us and increase the chance of a crash happening. By better understanding the driver’s state of mind, we can reduce the risk of a crash happening.”

Sam Wood, invention business director at Mindshare commented: “Together Volvo Cars, Sky Atlantic and Mindshare Invention have produced a truly ambitious activation to support our longstanding Sky Atlantic Sponsorship. Fronted by daring stunt-performer Mens-Sana Tamakloe – our co-branded hero content and supporting short-form assets highlight the importance of psychological safety in even the most challenging circumstances and, more specifically, the key role Safe Space Technology will play in the next generation of Volvo Cars.”

The content will run from April 18th 2023 - May 31st 2023 and can be viewed here.