CHALLENGESky needed to:Remind consumers that Sky + was the best and simplest-to-use Personal Video Recorder available.Cut through ‘snow blindness’ caused by too many ads selling similar products, and people’s over-familiarity with Sky’s own ads. All this in a sub-25k advert.SOLUTIONGive a complex product a very simple ad. Tie the message into the consumers’ need, not the specifications of the product.RESULTIt cut through the snow blindness and delivered stunning results, operating about 30% above the average CTR for creative within a Sky broad-reach media campaign.