A murmuration in her hands: Sky teases its revamped on-demand offering

A girl with telekinetic powers didn’t end very well in Stephen King’s novel Carrie, but DDB and the Sweet Shop has given this literary reference a more positive spin in a new spot for Sky, which depicts the young protagonist seemingly controlling the movement of a murmuration of starlings.

Beautifully shot under the directorial guidance of Steve Ayson, the 60-second spot serves as a fitting end to another successful year for the subscription television service and marketing director Mike Watson says there’s more to come from the broadcasting juggernaut. 

“2015 will be a landmark year for SKY in terms of our consumer offering,” says Watson. “We wanted a campaign that would give a sense of the scale of the changes we are making. It’s a truly beautiful spot.  DDB nailed it … again”

The new campaign aims to draw attention to the fact that the Sky On Demand offering will be extended to allow My Sky customers to watch subscribed content at a time that suits them, rather just according to the linear schedule. This will essentially abrogate the need to pre-record TV shows or films, because viewers will now be able to connect the updated decoder to their home broadband and choose stream content from the catalogue of options.

This is more akin to on-demand services offered by TVNZ and MediaWorks, and is designed to give viewers more freedom—something, which DDB’s chief creative officer Damon Stapleton says is encapsulated in the narrative of the new spot.   

“In 60 seconds we’ve created something that demonstrates how complete freedom might feel,” says Stapleton. “The epic film is engaging and moving and continues to champion Sky as New Zealand’s preeminent storytellers.”  

Seeing this spot reminded the team here at StopPress about several starling murmuration videos that went viral on YouTube several years ago.   



Client: SKY
Marketing Director: Mike Watson 
Marketing Manager: Aaron Stone
Product Marketing Manager: Holly Hawkey

Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Art Director: Toby Morris
Copywriter: Simone McMahon
Senior Business Director: James Blair
Senior Account Manager: Georgia Newton
Executive Producer: Judy Thompson
Agency Producer: Samantha Meehan
Planner: Anna Gunnell
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Fiona King
Producer: Larisa Tiffin
DOP: Ryley Brown
Offline Editor: Jack Hutchings, The Butchery
Online / VFX: Blockhead
Sound Design: The Coopers
Music: ‘Outro’ by M83
Licensing: Jonathan Hughes, Franklin Rd

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