Sky Showcases Epic Features of Sky Glass Gen 2 TV

Sky Creative have produced a bold, new advertising campaign, showcasing the enhanced features of the new Sky Glass Gen 2 TV.

With an even brighter picture and a re-engineered built-in soundbar, the TV comes with Sky inside, so there’s no need for a dish or a box. Everything is streamed over WiFi. 

Commenting on the campaign, managing director of TV, Ben Case said, “When it comes to TV, Sky’s always been famous for innovation. It’s in our DNA to believe in better, so in a world of smart TVs, we made ours even smarter. This is our best TV experience yet – it combines cutting-edge design, cinematic sound, 4k HDR picture and our intelligent Sky OS platform, all in one device. So, to launch Sky Glass Gen 2, we needed a bold campaign to make it truly unmissable across all our digital and retail touchpoints.”

Sky Creative developed a 360 o brand and advertising campaign consisting of distinctive brand assets, including a simplified Sky logo and signature glass ribbon, reminiscent of the light airiness of glass, which helps magnify and highlight key product benefits, making it feel unmistakably Sky.

In terms of the TV ad, tone of voice was important to create welcoming, human interactions with the viewer.

Sky Group executive creative director, Ceri Sampson said, “One of our greatest challenges was to ensure consumers understood that Sky isn’t just a provider of award-winning content, but that we also make a brilliant TV that delivers it. We did this by using a repetitive play on words, to clearly communicate our key messages and the benefits of the product. For example: “It’s a soundbar built in TV”, “It’s an all your apps in one place TV”, “It’s a keeps you on the edge of your seat TV”, 'It’s a smarter TV' It’s a Sky Glass TV."

“What is truly unique about this campaign is the design consistency across the customer journey, whether it be launch, ad, digital or merchandising. We could only do this due to the way Sky Creative is set up, as an in-house hub model - we work as one unified team, where ideas flow across different departments, from brand to advertising and from marketing to trading.”