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Sky “Billboards” 2008

Sky “Billboards” (2008) is a Sky commercial directed by Sara Dunlop for WCRS, produced by Home Corp. It won one award: D&AD 2008 Wood Pencil — TV & Cinema Crafts / Cinematography.

This ad uses the classic song "Pure Imagination" to highlight the absence of ads on Sky Movies, showing empty billboards in a city as a metaphor for uninterrupted viewing.

Video: Sara Dunlop on Vimeo

Shot by shot

  1. A wide shot of a city skyline at sunrise, with tall buildings silhouetted against the orange and pink sky.© Sky0:00
  2. A man in a light shirt and jeans sweeps a sidewalk with a broom, while a boy walks past in the foreground.© Sky0:04
  3. A camera pans right under a highway overpass, revealing city buildings and a blue sky with clouds.© Sky0:07
  4. A distorted reflection of buildings and a billboard is seen in a window, with a cloudy sky overhead.© Sky0:12
  5. A white billboard with three lights on top is seen against a blue sky as a blue and white bus passes by, reflecting the sky.© Sky0:17
  6. A row of six silver industrial vents sits atop a white building, with other city buildings visible in the background under a bright sky.© Sky0:21
  7. A wide shot of an empty billboard in a city, surrounded by tall buildings and residential houses under a clear sky.© Sky0:24
  8. A welder works on a metal structure, creating sparks, in front of colorful buildings and a tangled utility pole in an urban setting.© Sky0:27
  9. A man in a dark blue shirt and dark pants sits on a white plastic chair at a small white table on a sunny street.© Sky0:30
  10. An aerial view of a sprawling city with numerous buildings and empty billboard frames on rooftops under a hazy sky.© Sky0:37
  11. A group of children play soccer on a rooftop in a city, with buildings and trees in the background under a clear sky.© Sky0:41
  12. A flock of birds flies away from a billboard frame on top of a building at dusk.© Sky0:45

Stills © Sky. Made by WCRS, Home Corp and Sara Dunlop.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Empty billboards symbolize ad-free movies, enhancing the "pure imagination" of film.

Tagline: “Because you like your movies with no interruptions, we took away the ads.”

visual metaphorclassic song usageurban landscapecontrastnostalgiaproblem-solution

The cut

Length
60 s
Shots
29
Average shot
2.1 s

What creatives use Sky “Billboards” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Sky “Billboards”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a city skyline at sunrise, with tall buildings silhouetted against the orange and pink sky.© SkyA man in a light shirt and jeans sweeps a sidewalk with a broom, while a boy walks past in the foreground.© SkyA camera pans right under a highway overpass, revealing city buildings and a blue sky with clouds.© SkyA distorted reflection of buildings and a billboard is seen in a window, with a cloudy sky overhead.© Sky
    Frames from Sky “Billboards”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Sky “Billboards” in order, with its length, framing and what happens in it.

    A wide shot of a city skyline at sunrise, with tall buildings silhouetted against the orange and pink sky.© SkyA man in a light shirt and jeans sweeps a sidewalk with a broom, while a boy walks past in the foreground.© SkyA camera pans right under a highway overpass, revealing city buildings and a blue sky with clouds.© SkyA distorted reflection of buildings and a billboard is seen in a window, with a cloudy sky overhead.© SkyA white billboard with three lights on top is seen against a blue sky as a blue and white bus passes by, reflecting the sky.© SkyA row of six silver industrial vents sits atop a white building, with other city buildings visible in the background under a bright sky.© Sky
    Length: 60 s · Shots: 29 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a visual metaphor

    Before you present an idea, you need to know who has done it, and how.

    Sky “Billboards” is built on a visual metaphor. Search the library by idea to see every spot that uses it.

    Fire and Emergency New Zealand “You’re Cooked”© Fire and Emergency New Zealandtruth “Breath of Stress Air”© truthBeats by Dre “You Love Me”© Beats by DreEssity “Viva La Vulva”© Essity
    Fire and Emergency New Zealand · truth · Beats by Dre · Essity

More commercials by Sara Dunlop

More from WCRS

  • Warburtons "Pride and Breadjudice" (2018) commercial still© WarburtonsWarburtons “Pride and Breadjudice” 2018Dir. Declan Lowney · WCRSBritish Arrows Gold 2018
  • Orange "Hold Up" (2001) commercial still© OrangeOrange “Hold Up” 2001Dir. Chris Palmer · WCRSBritish Arrows Gold 2001
  • BMW "Science" (1998) commercial still© BMWBMW “Science” 1998Dir. Daniel Barber · WCRSBritish Arrows Gold 1998
  • Sky "Mother and Daughter" (2018) commercial still© SkySky “Mother and Daughter” 2018Dir. Ben Liam Jones · WCRSBritish Arrows Silver 2018
  • Bupa "For Owning The Dancefloor" (2017) commercial still© BupaBupa “For Owning The Dancefloor” 2017Dir. Martin de Thurah · WCRSBritish Arrows Silver 2017
  • Weetabix "Steeplechase" (2010) commercial still© WeetabixWeetabix “Steeplechase” 2010Dir. Ringan Ledwidge · WCRSCannes Lions Silver 2010

Award-winning media & entertainment commercials

Questions

Who directed the Sky “Billboards” commercial?

Sara Dunlop directed it, produced by Home Corp, for the agency WCRS.

Which agency made Sky “Billboards”?

WCRS created it for Sky (2008).

What awards did Sky “Billboards” win?

1 awards, including D&AD 2008 Wood Pencil — TV & Cinema Crafts / Cinematography.

What is the tagline of Sky “Billboards”?

“Because you like your movies with no interruptions, we took away the ads.”

Sources for the credits and awards

dandad.org