DDB creates new Sky Sport campaign

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AUCKLAND, Thursday: DDB has released a new campaign for Sky, Life Needs More Sport, to launch 12 new dedicated Sky Sport channels and its new Sky Sport Now streaming product to replace Fanpass.

“The changes make Sky’s sport coverage more accessible than ever before,” said CMO Steve Bayliss.

Rolling out across August, the campaign features six humorous spots that demonstrate to Kiwis why adding sport to life can make it better.

The DDB campaign, shot by award-winning Scoundrel director Ric Cantor, takes everyday situations and injects the quirks and quandaries of sport into them to bring a smile to people’s faces. 

The first spot to air depicts a woman coming home to discover her boyfriend slouching on the couch, having failed miserably in his domestic duty to clean up the kitchen. He’s promptly subbed off and replaced with a clean, willing, handsome replacement from the bench.

“The tvcs are supported by out-of-home, cinema and digital/social executions.”

The next two spots to air show a golf caddie advising a woman on how to land the best verbal shot on her argumentative partner and a teenage girl’s request to go out to a party being scuppered when her parents call on the Third Umpire to make the decision.

Former Black Cap Ian Smith, now a leading Sky Sport commentator, provides the voiceover on all the ads.

DDB CCO Damon Stapleton says the objective of the campaign is to show New Zealand that Sky’s sport offering is bigger and better than ever before, whilst also entertaining Kiwis by putting a creative twist on relatable yet mundane situations.

“Using slice-of-life humour, and working with a world-class director of comedy in Ric Cantor, the work was designed to reinforce the fact that Sky is New Zealand’s unrivalled home of sport but also to bring a level of entertainment that Sky is renowned for more generally.”

The tvcs are supported by out-of-home, cinema and digital/social executions.


Client: Sky
Story Teller: Steve Bayliss
Third Umpire: Helen Fitzsimons
Caddie: Amber Cooke
Wedding Planner: Daylyn Concessio
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Creative Directors: James Conner and Christie Cooper
Art Directors: Paul Kim and Josep Jover
Copywriters: Graeme Clarke and Jacob Newton
Managing Director: Chris Willingham
Senior Business Director: Aaron Hodgson
Business Director: Zofia Wereszczynska
Strategist: Tom Sykes
Senior Agency Producer: Claire Colohan
Head of TV: Judy Thompson
Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Line Producer: Stu Giles
Director: Ric Cantor
DOP: John Toon
Post Production Company: Blockhead VFX
Editor: Alex O’Shaughnessy
Sound: John Cooper, The Coopers

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