Sky Fuses the World of Tennis and Miami’s Nightlife

Sky Creative have thought, quite literally, outside the box for their latest Miami Open audio ad, as they’ve composed a club classic, using solely tennis sound effects.

Bringing the world of tennis and Miami’s nightlife together, producer Melle Brown, helped compose the ‘smash-hit’, with balls dropping, racquets smashing and players grunting, along with the tag line: ‘Feel the beat, feel the heat, The Miami Open drops on Sky Sports.’
The sound effects were created in the studio by the team at Sky Creative, using a variety of props. They also included umpires’ audio from previous Miami Open tennis matches.

Executive creative director at Sky Creative, Robin Garton said, “Sport is no longer the cultural island that it once was. It now lives hand-in-hand with fashion, music and entertainment. Audio is also having a renaissance as we all spend more time in our own ‘headphones-in’ worlds. From a creative point of view, audio is interesting because it requires engagement from the audience. By not giving people the complete picture they are required to think, which means they relate to the ad even more.”

The campaign is a continuation of Sky’s "Welcome to the show" theme and will be used in radio, digital, audio, Sound Cloud and Spotify ads from Saturday 16 March.

Director of marketing, Dave Stratton said, “As the way people consume media and sports evolves, we see the opportunity to target new audiences in ever more innovative and engaging ways. In this case, bringing to life our positioning through leveraging the power of audio as a platform, doing it in a way which adds to the experience rather than interrupts it. Our goal is to make our advertising as engaging and entertaining as the content we deliver, and with this campaign, hopefully we’ve achieved just that."

You can watch live coverage of the Miami Open, as the biggest stars on the ATP tour head to Florida, on Sky Sports from Tuesday 18 March.