Truncated film titles show how missing the beginning ruins the movie

German ads from European broadcaster Sky promote its 'restart' function

Published On
Jan 23, 2019

Editor's Pick

European broadcaster Sky is promoting the "restart" function on its platform with a German campaign featuring movie titles whose meanings are transformed entirely by removing the first letter. 

The print, digital and outdoor campaign, taglined "Miss the Start, Miss the Movie," turns "Kill Bill" into "Ill Bill," "Trainspotting" into "Rainspotting," "Goldfinger" into "Olfinger" and more. 

The thinking behind the campaign is that a lot of Germans still watch linear TV instead of TV on demand because they don’t like spending too much time choosing movies. They tend to just turn on the TV and watch what’s running. Sky wanted to get across that its restart function from Sky Q lets you watch the movies on linear TV from the start, by allowing viewers to access the movies they drop into from the on demand library-- giving the user the benefits of both linear TV and on demand TV.

The campaign was created by Serviceplan Campaign X and is running in magazines, on billboards and Sky’s Facebook page.


Jan 23, 2019
Serviceplan Campaign X
Media Agency:
Global Chief Creative Officer:
Alexander Schill
Global Chief Creative Officer:
Matthias Harbeck
Executive Creative Director:
Hans-Peter Sporer
Creative Director:
Nicolas Klein
Art Director:
Joana Vinheiro
Stefan Ott
Junior Art Director:
Norman Neblich
Account Director:
Julian Rinnewitz

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