Sky bets on Anthony Joshua for loyalty launch

Sky is launching a Sky VIP loyalty programme, following in the footsteps of newspapers, for instance, who are busily trying to form themselves into clubs or communities to hook in users.

Well Comcast has to get back its £30bn or so somehow.

Here’s the debut social media film from One Green Bean and Sassy Films, featuring advertisers’ dream heavyweight champ Anthony Joshua. Advertisers must be praying that Joshua doesn’t come unstuck when he faces one of his not-quite-so-wholesome British heavyweight rivals.

Quite winning and the lady boxer could be a star in the making.

MAA creative scale: 6.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.