Sky Sports Celebrates ‘The Greatest Show on Earth’ with the Biggest Stars of Sport in Latest Campaign

Sky Sports has launched its 2023 start of season campaign which celebrates the unbeatable entertainment available on Sky Sports this year. Called ‘The Greatest Show on Earth’, the ad was shot by award-winning director Daniel Kleinman and features some of the biggest names from the world of sport, including Erling Haaland, Jack Grealish, Ella Toone, Lauren James, Lewis Hamilton, Ben Stokes, Emma Raducanu, Jon Rahm and more. Idris Elba is the ringmaster who leads the viewer through this weird and wonderful world of sport like you’ve never seen it before.

The ad takes you through spectacular circus acts from the biggest stars of sport, including “The Amazing Haalando” scoring an acrobatic backflip penalty, Jon Rahm miraculously pulling a golf club from his mouth, like a sword swallower, then Ben Stokes and Sophia Dunkley smashing flaming cricket balls out of the circus big top. We see F1 cars flying at breakneck speeds, almost impossibly on a vertical track above the crowd who look up in awe, then The Flying Raducanus in an epic tennis match on a flaming court in the air. These spectacles come together as a celebration of sport and the talent that drives it to be more exciting year after year.

A fully integrated campaign, developed by Sky Creative, Sky’s in-house creative agency and the largest in-house agency in Europe, alongside Rattling Stick and Framestore, ‘The Greatest Show on Earth’ features a brand new TV ad in 10”, 30”, 60” and 90” formats, DRTV, social, digital, DOOH, OOH, print, radio, cinema and an extensive influencer campaign. 

Dave Stratton, director of marketing for Sky Sports commented, “Sky Sports is home to the greatest entertainment sport has to offer. With this campaign, we want to celebrate that and dramatise the incredible athletes’ abilities with a visually spectacular campaign. This start of season campaign is like no other and we can’t wait for the amazing year of sport ahead for our customers to enjoy.”

Robin Garton, group executive creative director – advertising at Sky Creative added, “The idea of a circus enabled us to show the skills of our sports stars in a way that they’ve never been seen before. But it also opened up a wonderful world of design, tone, style and language, that we’ve revelled in right across the TTL campaign. It’s been an amazing playground for creative craft.”