By Gillian West | Social media manager

June 10, 2014 | 2 min read

David Beckham turns James Bond testing top-secret Sky Sports innovations in a new campaign for the broadcaster launching this week.

The Brothers and Sisters created ad, which debuts during the first ad break of the World Cup (Thursday 12 June at 9:45pm), sees Beckham striding the corridors of the secret Sky lab vetting the next big innovations alongside Sky Sports’ chief boffin.

New breakthroughs, which are ultimately rejected by the star, include remote controlled drone cameras swarming over a cricket pitch, a sensation suit which lets viewers experience the same physical impacts as a professional rugby player, and ‘Sofa Ref’ an X Factor style voting system for referee decisions.

Finally Becks meets an innovation he does like – Sky Sports 5.

Launching in August the new channel will be home to European qualifiers for UEFA Euro 2016, UEFA Champions League, La Liga, Copa del Rey and Eredivisie amongst other football programming.

Brothers and Sisters founder and ECD Andy Fowler commented: “The sporting summer is a busy time. Punching through the noise isn't easy. That's why we've taken an unexpected approach to this campaign, and made a TV ad that will get you and your mates talking at half time of the big games.”

Of the launch, Beckham said: “It’s fantastic news that Sky Sports is dedicating a channel to European and International football. I'll definitely be watching to see how the home nations get on in the qualifiers for 2016, and how English teams get on in next season's Champions League…Sky Sports 5 will offer all the drama and excitement that European football has to offer and I’ll certainly be gripped.”

Sky Sports MD Barney Francis added: “Sky Sports 5 takes our unrivalled live football coverage to the next level offering more European football than ever before. There’s never been a better time to be a Sky Sports customer and with two years’ free totally unlimited broadband; we offer the ultimate package for sports fans.”

The ad ends with Beckham revealing that Sky TV customers with Sky Sports will get the channel with no extra cost and can also get two years’ free Sky Broadband Unlimited worth £7.50 a month.

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