Father Time marches on into obsolescence in Sky’s latest epic

More than half of Kiwi households with televisions fork out for Sky, which is thought to be one of the highest per capita rates in the world. And, according to a recent PwC study, 40 percent of these subscribers have taken up MySky, an increase of 45 percent since last year. It’s where most of the growth is coming from for Sky, much to the chagrin of poor old father time, who, as a great new, almost Wes Anderson-esque 90 second spot by DDB and The Sweet Shop shows, has been rendered obsolete by the wonderous technology. 


With the line ’Time no longer matters’ being taken to the nth degree, once again it’s been shot brilliantly by Steve Ayson and it’s certainly up to the usual high Sky standards. And keep an eye out for the bravura performance from the ladies in the clock shop. 

As for Sky itself, the PwC report said: “With average revenue per user under pressure, in part due to subscribers downgrading their packages and the continued reduction in purchases of pay-per-view programmes, the rising penetration of MySky helped Sky improve its overall average revenue per user by 3.4 percent, to $71.81 per month.”

PwC is forecasting diluted revenue alongside increasing pay TV penetration, particularly once Igloo launches (supposedly before Christmas, but after plenty if delays, we won’t hold our breath), and until IPTV picks up momentum.

According to Sky TV chief executive John Fellet: “Many customers are interested in watching content on multiple devices, but prefer to use the best and biggest screen available. The exception is information deemed urgent, such as the rugby score, where people are happy to use a small screen.”


Agency:  DDB Group New Zealand

Client:  SKY Television

On air date: Wednesday, November 2012

Agency:  DDB Group New Zealand

ECD: Andy Fackrell

CD: Chris Schofield

Art Director: Toby Morris

Copywriter: Simone Louis

Agency Producer: Jane Mill

Executive Agency Producer: Judy Thompson

MD: Justin Mowday

Group Business Director: Nikki McKelvie

Account Director: Danielle Richards

Planner: David McIndoe

Production Co:  The Sweet Shop

Director: Steve Ayson

DOP: Chrighton Bone

Editor: Jack Hutchings at The Butchery 

Sound Design: Jon Cooper 

Composer: Peter Hobbs 

Client: SKY Television

Director of Marketing: Mike Watson

Marketing Manager: Aaron Stone

Product Marketing Manager: Amber Brown

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