Mother’s new Sky brand ad still makes room for Idris Elba

Mother has unveiled its first work for Sky since winning the business in 2018, and it’s looking like the client will continue to be the big spender that it always was at Engine (formerly WCRS).

This new ad does a good job of selling Sky’s features and programming, but with a very light touch.

The film skilfully introduces a demo of Sky’s voice control function, helped by natural performances from a grandfather and his granddaughter. Sky’s programming is also subtly woven into the ad, while long-time brand spokesman Idris Elba’s presence as an observer — talking to camera, Fleabag-style — is less subtle, but still a welcome distraction.

Surprisingly, Mother is selling the spot rather tentatively as its “first step in with Sky on the journey to evolve their masterbrand.”

Katie Mackay-Sinclair a partner at Mother said: “All too often, when a new agency comes on board, the impetus is to throw everything out and start afresh. There was a lot that was working well for Sky; so the real opportunity was to augment what was already working by creating a new, richer brand world and a more emotional, insightful dimension to the campaign.”

The soundtrack — “Feel it Still” by a group called “Portugal. The Man” — has been a hit in the US, where it was also used on an ad for Vitaminwater starring Breaking Bad star Aaron Paul.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.