DAVID reviews

3 April 2017

Sky Mobile: The Hardy sell.

by Andrew MacGregor


Sky Mobile: “Sugar Cubes” - 40s

Sky Mobile enlist some Hollywood muscle for their launch campaign. We find Tom Hardy enjoying a brew down his local caff... and he's got mobile data allowance on the mind.

The actor contemplates how data is given and - most importantly - taken away. Sure enough, a waiter confiscates his sugar cube tower. Brave is the man who interrupts Bane's coffee.

Not to be thwarted, however, sweet-toothed Hardy simply tips the rest of the bowl into his pocket. Now the advertised network wishes to do the same by rolling over customers' spare data.

It's an understated performance by Hardy, both vocally and physically. A slight facial twitch here and a wry smile there complement his laidback delivery.

Having charmed audiences with his Cbeebies Bedtime Stories work, the brand will be hoping Hardy lulls viewers into switching mobile provider.


Creative Agency: WCRS Ⓦ
ECD: Leon Jaume
Creative Director: Simon Robinson
Creative: David Dearlove / Richard Nott
Account Team: Torie Wilkinson / Hollie Alexander / Eve Bui / Kath Morris / Katie Gould / Isobel Fraser
Planner: Matt Willifer / Angharad Thomas
TV Producer: Sally Lipsius
Film Production: Stink
Director: John Hillcoat
Producer: Fran Thomson
Cinematography: Nicolas Karakatsanis
Post Production: MPC
Sound Design: Neil Johnson @ Factory
Composer: Goldstein
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