Sky signs up Bruce Willis for broadband ad
Sky has chosen Bruce Willis to front a new promotional campaign for its home broadband service.
The ad sees the Hollywood hard man appear as a cliched demanding celebrity, accosting his broadband provider after exceeding his monthly download allowance while watching one of his own films online, reports Campaign Live.
After an employee of the broadband firm recommends Willis watches the movie in lower quality to use less bandwidth, the actor becomes distressed. Customers are then urged to demand a high standard of service from their broadband account.
As well as this central message, the promo points out Sky Broadband subscribers can enjoy additional benefits such as inclusive access to thousands of Wi-Fi hotspots across the country while they are out and about.
Lyssa McGowan, brand director for home communications products at Sky, said: "Having Bruce take on a stereotypical celebrity persona adds a sense of fun to the campaign and at the same time serves to highlight the fact that customers deserve a broadband package that is truly unlimited."
The news comes shortly after Sky Broadband reached an agreement with ITV to sponsor the terrestrial broadcaster's 'showcase drama' programming.