Sky Plus lines up British stars to front major push

BSkyB is launching a celebrityfronted advertising blitz to celebrate its digital TV recorder Sky Plus.

Michael%20Parkinson%2C%20Sky%20advertBSkyB is launching a celebrity-fronted advertising blitz to celebrate its digital TV recorder Sky Plus.

It is the biggest campaign for the service and will promote the fact it has grown by word of mouth over the past ten years.

The TV campaign, which has been created by WCRS and breaks on Friday, will star Felicity Kendal, Ross Kemp and Michael Parkinson talking about how Sky Plus has changed their lives.

In a departure for the satellite broadcaster, the three executions have been shot in a documentary style by filmmaker Nick Broomfield. It will use the “Believe in Better” strapline, which was introduced last year (MW September 12, 2007), and is to be supported by an outdoor, print and online campaign.

The push comes as competition for digital viewers increases with launches such as the BBC/ITV joint venture Freesat, which launched last week. It also follows a major campaign by Virgin Media for its on-demand television services fronted by Hollywood actor Samuel L Jackson.

A Sky spokesman says the work is based around the theme of “advocacy” – how Sky Plus’s popularity has grown from launch in 2001 to 3.4 million customers, primarily through word of mouth.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here