Idris Elba plays the showman as he takes viewers through Sky’s celebrity-filled ad

Starring ringleader Idris Elba, the spot takes viewers through spectacular acts from the biggest stars of sport, including 'The Amazing Haalando' scoring an acrobatic backflip penalty, Jon Rahm miraculously pulling a golf club from his mouth, plus Ben Stokes and Sophia Dunkley smashing flaming cricket balls out of the circus big top. It’s a real celebration of sport on the channel.

Dave Stratton, director of marketing for Sky Sports, said: “Sky Sports is home to the greatest entertainment sport has to offer. With this campaign, we want to celebrate that and dramatize the incredible athletes’ abilities with a visually spectacular campaign. This start of season campaign is like no other and we can’t wait for the amazing year of sport ahead for our customers to enjoy”

The campaign was developed by Sky Creative, the channel’s in-house creative agency, alongside Rattling Stick and Framestore. The TV ads will be supported by social, digital, digital-out-of-home (DOOH), out-of-home (OOH), print, radio, cinema and an influencer campaign.

Robin Garton, group executive creative director of advertising at Sky Creative added: “The idea of a circus enabled us to show the skills of our sports stars in a way that they’ve never been seen before. But it also opened up a wonderful world of design, tone, style and language, that we’ve reveled in right across the TTL campaign. It’s been an amazing playground for creative craft.”

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