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16 September 2019

Ready for your close-up?

by Alice May

Sky: “Ultra HD” - 40s

A seamless, gorgeous-looking commercial which aims to demonstrate the superb quality of Ultra HD on Sky Q. It's a tricky thing to pull off... while it neatly conveys that this is the most immersive TV experience to date, the impact of the spot - as ever with this proposition - depends on what type of screen you're currently looking at.

Still, the close-ups of details we don't normally pay attention to help establish the idea that such improved resolution can make for more emotionally intense viewing; whether we're watching man walk on the moon or elephants storming the veldt.

If only it didn't also give the impression that Ultra HD is set up on your telly and ready to use... there still aren't a great deal of films and programmes available in this format, and a long list of FAQs on the relevant Sky web page suggest you need some technical know-how to even get it up and running.

But that's not the remit of this ad. And although there'll be some frustrations along the way until Ultra HD is well and truly established, this certainly provides a sense of anticipation for what is to come.

Creative Agency: Sky Creative Ⓦ
Creative Director: Dave Johnson / Nick Esdaile / Justin Bates (VFX)
Account Team: Nick Waddell / Henrietta Kerr
Agency Producer: Al McGee
Film Production: Outsider Ⓟ Ⓦ
Head of Production: Lucy Powell
Executive Producer: John Madsen
Sound Recordist: Parv Thind
Editor: Ed Cheesman Ⓦ @ Final Cut Ⓟ Ⓦ
VFX: Alex Fitzgerald @ The Mill Ⓟ Ⓦ
Sound Design: Wave Ⓟ Ⓦ

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