I like this. I have no idea why.

I like those Supertelly ads you see kicking around for Sky. Not the full ad with the robot arms, I hate that one, but the simple one that's just colour and type.

I was hoping to post about it with a short description of why I like them. But I can't really work out why I like them. So I'm going to blog about it as very rough notes. Maybe we can work it out together.

 

1. I'm a designer. I'm a sucker for colour. We all are. Normally I hate those 3D glass effect logos, but the Sky one is well done and they use it effectively. And those colours so nice.

2. That song. Oh my Lord that song. So creamy and so rich. So gorgeous.

3. Something about the media dictating the creative in a good way that doesn't sound as shit as that. There's something in the sheer completeness of the execution that makes me think this is the bit leading the campaign.

What do I mean by that? Lots of screens are starting to appear, but they're not really tellys, they're more like animated posters. It's very rare to see any creative that's been adapted well for that format and that's probably the problem, they all feature creative that's been adapted for the format. These almost feel like they were designed with animated posters in mind.

Short little bits of moving image that work as 10 second idents after Sky News, work as silent posters on the Tube and work as 60 second ads on the TV at home.

 

And still looks good as a web page background. Yes, something like that.

4. Supertelly. A brilliant expression. Supertelly, you can imagine people saying that in pubs and cafes across the land.

Colour, sound, thoroughness, those alone are not recognised reasons for liking something. But who cares about that?

Comments

[minxlj]

I'm not so keen on the 'Supertelly' moniker to be honest...not sure why, but it just sounds a bit twee. Still, it seems to work for the campaign and target audience so that's good.

The glass logo, the coloured backgrounds and the way they've worked it across all media = beautiful. I've worked for Sky before and the brand guidelines were set out pretty nicely for use of the glass mark, it was a pleasure to work with. It's very simple, flexible and recognisable.

[Cennydd]

I know exactly what you mean. It's a cracking ad, and the song lodges itself in my brain for the rest of the day.

[Rob Mortimer]

Not so keen on the execution but I love the idea of Supertelly as a way of getting over apathy and ignorance of HDTV.

[Loïc]

The colours are not only colours, but coloured light on a black background, and this reminds me of the pleasure of watching TV by night, witch is the ultimate TV experience. Late night talk shows, Blade Runner while it’s dark outside, Cybill Shepherd moonlightin’, the best daytime broadcasting can’t beat those moments.

[John]

I think supertelly should be number 1 on the list. It's not designery and therefore is bottom of your list, but it's one of those rare encapsulations that really works.

As ever, everything else you say makes perfect sense and they serve to enhance the campaign, but would I be going too far in this forum to suggest that the name supertelly is the one indispensable element?