INSPIRED BY ACTION FILMS, SKY SHOWS WHY IT´S THE INTELLIGENT CHOICE FOR PAYTV
“Sky is the intelligent choice,” is the concept of the 2015 advertising campaign created by FCB Brasil for the largest satellite TV provider in the country.
The new national Sky campaign that began on March 9 features the “Sky Intelligence Service” and is based on the universe of action films. Using the slogan “From HD to Prepaid, it’s the intelligent choice,” it seeks to emphasize for the second consecutive campaign the variety of products that Sky offers, designed to meet the diverse needs of its customers.
The first 30 second commercial is “Bomba-relógio (Time Bomb),” which features Gisele Bündchen as Agent 4004 and her assistant Agent 1111, played by Oswaldo Romano – incorporating the company’s sales phone number. Both have a mission to prevent consumers from falling into the traps of the series’ various villains. In the first commercial the villain will be Dr. Explosive Price.
Singer Claudia Leitte also stars in a series of commercials in the campaign as a scientist who works with a test simulator to show that the brand is always improving itself and is always studying the best way to bring quality and excellence to its customer service.
“The new campaign continues from where we left off and is a good natured way to show the market Sky’s products while at the same time paying homage to a genre of cinema that’s very relevant for our viewers. Sky’s focus is always on delivering the best content, technology and customer service. We believe that these commercials will be an amusing way to present the concept that with Sky it’s the user who makes the most intelligent and appropriate choice for his or her profile,” says Sky’s Director of Marketing Marcelo Miranda.
The commercial was directed by Nando Olival and produced by O2 Filmes, and features photography directed by Ricardo Della Rosa and production design by Cassio Amarante. The costumes were prepared by American William Ivey Long, winner of six Tony Awards and known for being the costume designer for great Broadway productions such as the classic musicals Chicago, Dream Girls, Hairspray, and Cinderella, among others. He was also the costume designer for the brand’s last campaign “Spectacular,” which was inspired by the circus.
To maintain its super production quality, which is a reference for the brand’s advertising campaigns, O2 created an action film atmosphere for the 40 days that they spent shooting Sky’s Intelligence Service. In total 200 people worked on the filming and the sets took seven days to set up. More than 6,200 props were used with around 100 extras and 280 costume pieces.
“With each new Sky campaign, the challenge of surprising viewers gets even greater. That’s why this time we were looking for much more than a new theme with new characters. Our idea is to explore a new language for the brand, with a new narrative and cinematic style. I think we’ve succeeded,” states Carlos Schleder, Creative Department Director at FCB Brasil. Adriano Alarcon, who’s also a Creative Department Director, adds “based on our goal of communicating Sky’s two business models in distinct ways, we’ve developed two different campaigns within the theme of the “Sky Intelligence Services,” which is a metaphor for the intelligent way the company offers its services. We shot most of the scenes using a steadicam, giving the commercials the tense visual language typical of action films.”
The campaign also features online and offline ads, a Facebook campaign, radio spots and point of sale pieces.
Títle: Sky Intelligence Service
Agency: FCB Brasil
VPs of Creative Department: Max Geraldo and Joanna Monteiro
Directors of Creative Department: Adriano Alarcon and Carlos Schleder
Client Services: Mauro Silveira, Lucas Rodrigues, Renata Batalha and Camila Rossignolo
RTV: Charles Nobili and André Fonseca
Producer: O2 Filmes
Director: Nando Olival
Director of Photography: Ricardo Della Rosa
O2 Client Services: Rejane Bicca and André Gustavo
Editing: Deo Teixeira
Post-Production: O2 Pós
Client Approval: Marcelo Miranda and Claudia Benvenuti