We’ve launched a new campaign for Sky, promoting its Sky Broadband & Sky Talk products featuring characters from the upcoming film The Secret Life of Pets.

For their fifth fully-animated feature-film collaboration, Illumination Entertainment and Universal Pictures have created The Secret Life of Pets, a comedy about the lives our pets lead after we leave for work or school each day, which will be premiering in the UK on 24th June.

Our new Sky campaign which airs its first of four TV spots today, ‘Gidget’s Dance Party’, will promote a range of products: Sky Broadband, Sky Switch Squad, Sky Talk and Sky Fibre. With the film’s characters at the heart of the campaign, the spots convey the misfortunes which can arise from unreliable broadband, with the pets relying on the internet for their everyday entertainment.

Our first ad, stars Gidget, a cute Pomeranian dog who is excited to teach her friends a new dance move she found online (Basement Jaxx, Do Your Thing). Encouraging the rest of her party of pets to join her (with some difficulty), her party finally gets going when Duke, a massive mutt, starts to wag his tail. But then, just as she thinks her party gets going, suddenly her internet cuts out.

Leon Jaume, Executive Creative Director at WCRS said, “A bright, fun and energetic property, the opportunity to use some of the nation’s most adored pet characters was a really exciting opportunity for us. The variety of characters enabled us the flexibility to promote a range of Sky products, whilst ensuring the campaign remained fresh, charming and humorous at every touchpoint.”

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

Credits

Client Creative Director – Barry Skolnick

Client Team – Lyssa McGowan, Andy Heatley, Joel Keoghan, Virginia Cook, Hannah Maton

Agency Executive Creative Director – Leon Jaume

Agency Creative Director – Chris Ringsell

Agency Creative team – Chris da Roza, Rosanna Walker, Gina Ramsden, Freya Harrison

Agency Producers – Katie Knight

Agency Account Team – Torie Wilkinson, Carolina Gutierrez Vargas, Kamahl Hoque, Rosa Stanley, Tom Campbell

Planning – Angharad Thomas