Sky Atlantic hosts Volvo’s new Safety in Action campaign in its 10th year of partnership

Sky Atlantic’s decade-long partnership with Volvo Car UK sees new safety-themed content in a campaign initiated by Sky Media and Mindshare Invention.

Sky Media’s latest campaign with Volvo, brokered in partnership with Mindshare Invention, sees high-intensity and bold branded content airing on Sky Atlantic, featuring stunt talent from the BAFTA-winning Sky Original series, Gangs of London.

Created by Sky Media’s in-house commercial production team and harnessing Sky Original talent, the four-minute branded content creative is titled ‘Inside The Mind Of A Stunt Artist’. Airing on Sky Atlantic on 18th April 2023, the content explores the importance of psychological safety for stunt artists. The message is driven home by stunt professional, Mens-Sana Tamakloe, who doubles for lead actor Ṣọpẹ́ Dìrísù in Gangs of London, a show known for its exhilarating, edge-of-your-seat, action.

The bespoke branded content will be hosted on Sky’s YouTube channel. In addition, as part of a wider media campaign, the film will be supported and promoted with 30” trailers on BVOD, SFVOD, Linear, Sky AdVance and AdSmart from Sky; and 60” clips that will run across Sky social channels.

Safety is at the core of Volvo’s ethos and the brand leads the way when it comes to the safety of people inside and outside the car. So, highlighting the importance of emotional safety is where this new campaign plays a key role with the branded content. It reflects Volvo’s Safe Space Technology, which uses cutting-edge sensing technology. The new Volvo EX90 will be the first car to feature the system that supports the driver by recognising if they are distracted and not focussed on the road ahead. The car can take appropriate measures to alert the driver of any potential risk, or even stop the car and call for help.

Sarah Jones, Director of Planning at Sky Media says, “We’re thrilled to continue to evolve our long-standing Volvo and Sky Atlantic partnership. Gangs of London – one of our most popular Sky Atlantic dramas – was the perfect context to connect Volvo’s safety features with fascinating stories from Gangs’ stunt workers.”

Terissa Wingfield, Brand and Product Marketing Lead at Volvo added, “We are delighted with this new film, which is a product of our long-running relationship with Sky. The development of our Safe Space Technology is based on understanding human behaviour. We all experience emotions, but some of them can distract us and increase the chance of a crash happening. By better understanding the driver’s state of mind, we can reduce the risk of a crash happening.”

Sam Wood, Invention Business Director at Mindshare commented, “Together Volvo Cars, Sky Atlantic and Mindshare Invention have produced a truly ambitious activation to support our longstanding Sky Atlantic Sponsorship. Fronted by daring stunt-performer Mens-Sana Tamakloe – our co-branded hero content and supporting short-form assets highlight the importance of psychological safety in even the most challenging circumstances and, more specifically, the key role Safe Space Technology will play in the next generation of Volvo Cars.”

Casillero del Diablo’s award-winning ad campaign returns to the screen as Pedro Pascal stars in The Last of Us

‘The World’s Greatest Thief’ campaign to be shown during new Sky Atlantic series launching on 16th January 2023

• 20-second ad will feature for 10 weeks during TV and BVOD transmission up to 21st March
• Backed up by social amplification and Instagram campaign
• Pedro Pascal-fronted ad voted Top Campaign: Still Wine by The Grocer in December 2022

Casillero del Diablo, the leading Chilean wine brand and a Top 5 wine by value in the UK*, is delighted to announce that their most recent, award-winning ad campaign will return to the screens to coincide with the launch of its star’s latest drama series on SKY.

Pedro Pascal, the Chilean – American actor famous for roles in Narcos, Game of Thrones and in the title role of Disney+ series The Mandalorian, stars in HBO’s the Last of Us. Based on the 2013 video game of the same name developed by Naughty Dog, the series will follow Joel (Pedro Pascal), a smuggler tasked with escorting the teenage Ellie (Bella Ramsey) across a post-apocalyptic United States.

“The World’s Greatest Thief” campaign first launched at the end of 2021 and has seen major gains in awareness for the leading Chilean wine brand Casillero del Diablo.

Preety Johl, Marketing Manager for Casillero del Diablo in the UK, says: “We’re so pleased to be back on screens to accompany this very exciting new series. Pedro Pascal’s involvement with Casillero del Diablo has been a fantastic awareness driver for the brand, and with his profile higher than ever, we look forward to reaching new audiences via this launch. We’re expecting to deliver more than 670,000 ABC impressions across linear and VOD over this ten-week period.”

Pascal also stars in the forthcoming series 3 of The Mandalorian, which goes on air in late February 2023.

*NielsenIQ, Total Market, 52w 3.12.22