Ad campaign celebrates the power of sports and centres on content posted on the social accounts of sports stars.
Sky’s in-house ad agency, Sky Creative Agency has created a new brand spot for Sky Sports, which focuses on the positive aspects of sport for both fans and sports stars.
The spot, I Am Sport, sets the scene for sport coming back. It was produced during the pandemic lockdown and mixes internally produced content and externally sourced content (used with permission) from the social media profiles of sports stars and fans.
The voiceover was recorded at home, with a duvet used to help with acoustics. The audio was finished in a sound studio.
Simon Buglione, managing director, brand and creative at Sky and managing director of Sky Creative Agency, said: “This is a fantastic brand moment that was delivered under very challenging circumstances and really encapsulates the passion that fans have for the sports they love. Live sport will come back and Sky Creative Agency will be here to celebrate it more than ever with brilliant work like this.”
I Am Sport will air from Friday 30 April.
The social media accounts of the following were used:
Harry Winks, James Milner, Alisson Becker, Ben Stokes, Charley Hull, Rory Mcllroy, Katie Taylor, Jeremy Lynch, Max Witlock, Christian Kabasele, Alex Oxlade-Chamberlain, Joseph Parker and Caroline Weir. All have agreed their fees will be donated to Sky Cares charity partner, The Youth Sport Trust.
Sky Sports Covid-19 promo – full credits:
Agency: Sky Creative Agency
Simon Buglione – Managing Director, Brand & Creative, Sky
Robin Garton – Executive Creative Director, Advertising
Lee Parker – Executive Creative Director, Promotions
Simon Cole – Creative Lead Sport
Chris Kirtley – Promo Creative
Paul Mortimer – Head of Production
Al McGee – Campaigns producer
Paul Coward – Campaigns producer
Diego Caicedo-Galindo – Assistant Producer
Marianne Bowser – Production co-ordinator
Christina MacCallum – Technical Operator
Susanne Freyberg – Senior Account Director
Nick Judd – Account Director
Client: Sky Sports
Lyssa McGowan – Chief Consumer Officer
Carli Kerr – Director of Premiums
Robbie Balfour – Marketing Director, Premiums
Sally Miller – Head of Brand Marketing
Laura Pinnell – Marketing Controller