WCRS has joined forces with Twentieth Century Fox for the second time this year to create a brand new campaign – this time featuring characters from the upcoming X-MEN: APOCALYPSE film to promote Sky Fibre.

Our new campaign features the characters from the latest “X-MEN: APOCALYPSE ” film, which will be in cinemas in the UK on 18th May. The TV ad was directed by Brian Smrz, (Second Unit Director for X-MEN: APOCALYPSE and  X-MEN: Days of Future Past),  and shot at Vancouver Studios using talent from the film, including Quicksilver (Evan Peters), Cyclops (Tye Sheridan), Nightcrawler (Kodi Smit-McPhee) and Storm (Alexandra Shipp).

The TV ad is set in the library at Xavier’s  School for Gifted Youngsters, where we see Quicksilver trying to impress a girl who is streaming a movie on her laptop, but is having trouble doing so because her broadband is buffering. Quicksilver looks around the room and realises the other mutants in the room are all online on various devices. He uses his mutant ability to zip around the room at great speed, turning off the other mutants’ devices while they are frozen in time, all in an effort to save the girl from the poor performing broadband. Unfortunately this doesn’t help and the girl tells him that superfast Sky Fibre is the solution they need. He races off again and installs Sky Fibre in no time at all.

The campaign will also feature in cinema, radio, digital platforms, press and out of home media across Britain.

Hayden Rogers and Anne-Marie Burrows, Creative Team, WCRS said “After being X-Men fans for the past 20 years, we were given the dream brief to create an ad for Sky Fibre using characters from the new movie: X-Men Apocalypse. The super fast X-Man Quicksilver, seemed the perfect fit with Sky Fibre’s super speed. Inspired by the groundbreaking scene in the last X-Men movie ‘Days of Future Past’ where Quicksilver speeds around a kitchen, we created our own adventure for the speedster, where once again he saves the day (with a little help from Sky Fibre). As if working with the movie’s cast wasn’t enough, we also collaborated with the X-Men’s second unit director Brian Smrz and his special effects team to create a truly cinematic commercial. The whole experience was X-Traordinary!”

Full Credits:

Client Creative Director – Barry Skolnick

Client Team – Lyssa McGowan, Andy Heatley, Joel Keoghan, Michael Stoneman

Agency Executive Creative Director – Leon Jaume

Agency Creative Director – Simon Robinson

Agency Creative team – Hayden Rogers, Anne-Marie Burrows

Agency Producers – Sally Lipsius

Agency Account Team – Torie Wilkinson, Carolina Gutierrez Vargas, Kamahl Hoque

Planning – Angharad Thomas