BSkyB is promoting its high definition (HD) programming in a campaign to launch its new season of shows on Sky One and Sky One HD.
The integrated campaign, which has been created by Brothers & Sisters and in-house agency Sky Creative, will focus on the return of hit series Lost, 24 and Ross Kemp’s Return to Afghanistan, all of which are available in HD.
The ads will feature a prominent HD message and a Sky One HD logo, created by Sky Creative, for the first time.
The campaign showcases the Sky One “talent”, including Kemp, star of 24 Keifer Sutherland and Lost cast members, and will run across TV, radio, outdoor, print and digital.
Sutherland has recorded lines for radio spots, and Sky One stars are also used extensively on below-the-line work, including in press and publicity.
Other season highlights include Gladiators and Noel’s HQ (which are returning for new runs), The Simpsons, Are You Smarter Than a Ten Year Old? and new HD drama Skellig, starring Tim Roth. It will break on January 12.