Sky challenges the public to stop being digital dummies - SkyDigital’s ad centres on a playful mocking of the English aversion to new ideas, says Emma Reynolds

SkyDigital’s latest ad, promoting its free digital dish and box offer, has entered Adwatch at number six, with 72% recall. It is the third and final execution in the pounds 8m ’Don’t be a Dummy’ campaign by St Luke’s.

SkyDigital’s latest ad, promoting its free digital dish and box

offer, has entered Adwatch at number six, with 72% recall. It is the

third and final execution in the pounds 8m ’Don’t be a Dummy’ campaign

by St Luke’s.

In the 40-second ad, two tailor’s dummies are seen outside a

high-street shop window display, discussing ideas for Christmas presents.

One tells the other about Sky’s offer: ’As well as the opportunity to

subscribe to the varied wonders of digital TV, one would also be able to

use e-mail, whatever that is’.

The ad ends with the voiceover, ’Don’t be a dummy - get a free digital

dish and box from Sky’.

The two previous advertisements showed the dummies discussing the merits

of digital TV, but they still put up with a fuzzy TV screen, while

spying on their neighbours getting their dish and box installed.

David Pemsel, account director at St Luke’s, explained that research

conducted for Sky showed only 11% of the country was aware that the box

and dish were free. ’The English are typically reluctant to try new

things, and by using the dummies, we are making a light-hearted poke at

those people. We’re saying, ’It’s not that complicated - why not try it?


The campaign ran until the end of November, and Pemsel confirmed that it

had reached set targets in numbers of calls generated and new

subscribers. He was not able to reveal exact figures.

He speculated that in the New Year, advertising will focus on the

various entertainment aspects of SkyDigital, and target households which

have so far refused to subscribe.SkyDigital was launched in October

1998, and has 1.8 million subscribers, accounting for 80% of the total

UK digital market.

To see the ’Pressies’ ad, visit


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