Sport Makes the Ultimate Comeback in Sky's Greatest Moments Spot

Sky Creative Agency, Sky’s in-house advertising and creative agency and the largest in-house agency in Europe, has continued the critically acclaimed ‘I Am Sport’ campaign creative for Sky Sports with the follow up TV ad titled ‘The Comeback’, which went on air over the weekend.  If ‘I Am Sport’ was a positive and uplifting reflection of the nation’s love of sport, ‘The Comeback’ is a defiantly rousing message from Sport to its fans ahead of the return of live competitions this month.

Nothing epitomises the spirit of sport like a comeback. Whether it’s a personal return from injury, retirement or adversity, or a team that’s behind in a game reversing its fortunes, many of sports most iconic moments have been comebacks. Only this time it’s different. Sport itself is coming back and the celebration of its comeback will feel like nothing else. The Comeback depicts some of the greatest sporting comebacks of all time and is a celebration of the fact that sport is finally coming back into our lives.

Sky Creative Agency’s ECD, advertising, Robin Garton commented: “‘The Comeback’ is a beautifully simple idea that marries a truth about sport in general with how people feel about its return, and that is then executed in a way that feels worthy of the moment.”

Robbie Balfour, marketing director, Premiums added; “As excitement for the return of live action to Sky Sports continues to build, Sky Creative Agency have extended our ‘I Am Sport’ series with a fantastic film which perfectly encapsulates that there is nothing in sport like a comeback”.

“The Comeback is the result of some very talented creatives within Sky Creative Agency developing a concept and selling it into the business.  What started life as a simple promo has become the backbone of Sky Sports’ celebration of live sport as it starts to return to our screens.  It’s an excellent piece of work” added Simon Buglione, Sky Creative Agency managing director and MD of brand and creative for Sky.

‘The Comeback’ launched at the weekend and is running across promo and commercial air time and social media.