Sky has joined forces with Twentieth Century Fox for the second time this year to create a brand new campaign - this time featuring characters from the upcoming X-MEN: APOCALYPSE film to promote Sky Fibre.
The new campaign, which launches on 16th April, features the characters from the latest X-MEN: APOCALYPSE film, which will be in cinemas in the UK on 18th May. The TV ad was directed by Brian Smrz, (Second Unit Director for X-MEN: APOCALYPSE and X-MEN: Days of Future Past), and shot at Vancouver Studios using talent from the film, including Quicksilver (Evan Peters), Cyclops (Tye Sheridan), Nightcrawler (Kodi Smit-McPhee) and Storm (Alexandra Shipp).
The TV ad is set in the library at Xavier's School for Gifted Youngers, where we see Quicksilver trying to impress a girl who is streaming a movie on her laptop, but is having trouble doing so because her broadband is buffering. Quicksilver looks around the room and realises the other mutants in the room are all online on various devices. He uses his mutant ability to zip around the room at great speed, turning off the other mutants' devices while they are frozen in time, all in an effort to save the girl from the poor performing broadband. Unfortunately this doesn't help and the girl tells him that superfast Sky Fibre is the solution they need. He races off again and installs Sky Fibre in no time at all.
Leon Jaume, Executive Creative Director at WCRS comments: Utilising Quicksilver, a character whose superhuman ability is to move at super speed to promote a product that is all about speed, was an opportunity too good to pass up. Working with the cast and crew from the film itself, we knew the end product would be of film quality.
The campaign will also feature in cinema, radio, digital platforms, press and out of home media across Britain. Sky is the second largest broadband provider in the UK as well as the number one triple-play' provider of TV, broadband and home phone.
Lyssa McGowan, Director, Sky Broadband, comments: We're delighted to have partnered with 20th Century Fox Film Company again to create a genuinely original, and fun, campaign. There's nobody better than Quicksilver to illustrate the power and speed of Sky Fibre, and with our latest offer, one year free, there's never been a better time to sign up.
X-MEN: APOCALYPSE OFFICIAL SYNOPSIS:
Following the critically acclaimed global smash hit X-Men: Days of Future Past, director Bryan Singer returns with X-MEN: APOCALYPSE.
Since the dawn of civilization, he was worshipped as a god. Apocalypse, the first and most powerful mutant from Marvel's X-Men universe, amassed the powers of many other mutants, becoming immortal and invincible. Upon awakening after thousands of years, he is disillusioned with the world as he finds it and recruits a team of powerful mutants, including a disheartened Magneto (Michael Fassbender), to cleanse mankind and create a new world order, over which he will reign. As the fate of the Earth hangs in the balance, Raven (Jennifer Lawrence) with the help of Professor X (James McAvoy) must lead a team of young X-Men to stop their greatest nemesis and save mankind from complete destruction.
Notes to editors
Credits
Client Creative Director - Barry Skolnick
Client Team - Lyssa McGowan, Andy Heatley, Joel Keoghan, Michael Stoneman
Agency Executive Creative Director - Leon Jaume
Agency Creative Director - Simon Robinson
Agency Creative team - Hayden Rogers, Anne-Marie Burrows
Agency Producers - Sally Lipsius
Agency Account Team - Torie Wilkinson, Carolina Gutierrez Vargas, Kamahl Hoque
Planning - Angharad Thomas
Media Handled by Mediacom
About Sky
Sky is Europes leading entertainment company. The group serves 21 million customers across five countries: Italy, Germany, Austria, the UK and Ireland. We offer the best and broadest range of content, deliver market-leading customer service and use innovative new technology to give customers a better TV experience, whenever and wherever they choose.
Sky has annual revenues of over £11 billion and is Europes leading investor in television content with a combined programming budget of over £4.6 billion. The company employs 31,000 people and is listed on the London Stock Exchange (SKY).
For more information visit www.sky.com/corporate.
About WCRS
WCRS is a creative agency, combining over 35 years of brand building expertise with the ability to execute ideas in any channel. The agency's focus is to create work people care about. In whatever form that takes. Developing ideas everywhere from TV to Twitter, online to mobile, games to music downloads. To find out more about WCRS, visit www.wcrs.com. WCRS is part of Engine, the UKs largest and fastest growing independent communications company, with office locations including London, New York, San Francisco and Shanghai. www.theenginegroup.com
For more information contact:
Olenka Lawrenson
Marketing Director, WCRS
T: 0203 128 8005 / M: 07974 178985
E: olenka.lawrenson@wcrs.com
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Sky has joined forces with Twentieth Century Fox for the second time this year to create a brand new campaign - this time featuring characters from the upcoming X-MEN: APOCALYPSE film to promote Sky Fibre. 
