Sky and DDB New Zealand have debuted a groundbreaking mockumentary style campaign entitled You’re in Control featuring New Zealand’s most lovable supervillain Dr Chaos.
With an impressive 23 campaign spots in total, the work is intended to remind customers of the suite of additional services beyond Sky’s extensive channel line-up, including On Demand, My Sky, Sky Sport Highlights, Sky Go and the Sky TV Guide App.
Brought to life by director Jackie van Beek (What We Do In The Shadows, Wellington Paranormal), the campaign follows comedian Josh Thomson (Seven Days, The New Legends Of Monkey) as Dr Chaos, a self-acclaimed supervillain who used to spend his days trying to take over the world but now lives in his mum’s basement in Thames, getting his control fix through his multiple ways of viewing Sky content.
Despite his precipitous fall in supervillain stature, Dr Chaos’s enthusiasm for inflicting chaos upon the good people of Thames is undiminished, with his neighbour Greg a particular focal point for his mischief. Wherever and whenever he’s causing havoc, Dr Chaos is always able to access or record his favourite shows, with his Sky Go button now replacing his apocalypse button in his affections.
Damon Stapleton, regional chief creative officer DDB Australia & New Zealand, says he’s tremendously excited at the creation of Dr Chaos and the potential for him to become a Kiwi favourite: “Many Sky customers don’t realise just how much their subscription gives them. Dr Chaos reminds them of this added value in such a unique and memorable way. A huge thank you goes out to Jackie and Josh for their work in making him so distinctive and endearing.”
Steve Bayliss, chief marketing officer for Sky, believes this campaign will have broad appeal and encourage more usage of Sky’s additional products and services: “Making people laugh is a proven way to change behaviour. We believe Dr Chaos, brilliantly portrayed by Josh Thomson, will bring a smile to our customers’ faces and remind them of the world class suite of products and services at their fingertips.”
The You’re in Control campaign TVCs will begin rolling out across November, supported by social and online.
Chief Marketing Officer: Steve Bayliss
Head of Digital Marketing & Customer Communication: PJ Morris
Brand Manager: Joanna Childs
Creative Agency: DDB New Zealand
Regional Chief Creative Officer, AU & NZ: Damon Stapleton
Executive Creative Director: Gary Steele
Creative Directors: James Conner and Christie Cooper
Art Director: Adam Barnes
Copywriter: James O’Sullivan
Managing Director: Chris Willingham
Business Director: Zofia Wereszczynska
Strategist: Tom Sykes
Agency Producer: Nikki Walker
Production Company: Satellite
Director: Jackie van Beek
D.O.P: Bevan Crothers
Head of Production: Sarah Kinniburgh
Post Production Company: Perceptual Engineering
Editor: Ben Chesters
Soundtrack/composer/Music: Peter van der Fluit, Liquid Studios