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11 October 2021

Save the bear.

by Andrew MacGregor


Sky: “Naomi and George” - 2 mins

The latest instalment in Sky's 'Time to Care' campaign is a split-screen affair, with customer service advisor Naomi on one side and retiree George on the other. They both get up at 7 a.m., but they experience contrasting mornings in affecting ways.

Her's involves children, exercise, and the sounds of WFH; his is silence broken by a ticking clock. Yet thanks to the brand's outreach programme, he gets the chance to use his medical expertise on an unexpected patient.

It's a likeable twist on the interrupted video call meme, which underlines the kind of personalities and knowledge that risk being lost to isolation. The 'we do it because we care' line still feels more corporate than cuddly, but it's a moot point.


Creative Agency: Sky Creative Ⓦ
Creative Director: Marcus Powl
Creative: Gareth Winter
Agency Producer: Michael Richards
Film Production: Missing Link Films Ⓟ Ⓦ
Director: Laura Scrivano ♀ Ⓟ Ⓦ
Producer: Ben Link
Executive Producer: Heather Link
Cinematographer: Evelin van Rei
Editor: Liz Deegan ♀ Ⓟ Ⓦ @ Whitehouse Post Ⓟ Ⓦ
Sound Designer: Chris Southwell @ Bubble TV Ⓟ

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