Magazine article Marketing

Sky Challenges the Public to Stop Being Digital Dummies

Magazine article Marketing

Sky Challenges the Public to Stop Being Digital Dummies

Article excerpt

SkyDigital's ad centres on a playful mocking of the English aversion to new ideas, says Emma Reynolds

SkyDigital's latest ad, promoting its free digital dish and box offer, has entered Adwatch at number six, with 72% recall. It is the third and final execution in the [pounds]8m 'Don't be a Dummy' campaign by St Luke's.

In the 40-second ad, two tailor's dummies are seen outside a high-street shop window display, discussing ideas for Christmas presents. One tells the other about Sky's offer: "As well as the opportunity to subscribe to the varied wonders of digital TV, one would also be able to use e-mail, whatever that is".

The ad ends with the voiceover, "Don't be a dummy -- get a free digital dish and box from Sky".

The two previous advertisements showed the dummies discussing the merits of digital TV, but they still put up with a fuzzy TV screen, while spying on their neighbours getting their dish and box installed. …

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