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BSkyB is launching a wide-ranging campaign to break down the resistance of hardcore refuseniks who still see the broadcaster as synonymous with football and films.
The ten-week TV, cinema, press and outdoor initiative aims to showcase the breadth of the Sky offering and asks potential viewers: 'What do you want to watch?'
HHCL/Red Cell has produced the work, described as 'a celebration of the content available on the Sky platform and Sky's promise of customised entertainment'.
The TV commercials will feature clips of Sky's content, from Sky One's 24 and Disney Channel's Finding Nemo to Sky Movies' The Matrix: Revolutions and TCM's Elvis, That's the Way it is.
The press executions will use the same theme, but will focus mainly on addressing the reasons people have for not ...