Sky Q is set to launch tomorrow (February 12th) with what's being billed as a 'groundbreaking' advertising campaign that's also the biggest and most ambitious campaign in its 27-year history.
Produced by creative agency Brothers & Sisters, the campaign makes use of futuristic 60-second spots.
The ads illustrate how the family of advanced Sky Q products connect using what Sky terms 'fluid viewing' technology that means viewers can watch shows across a range of devices more seamlessly than before.
The ads are shot by award-winning director Johnny Green, who has worked for Nike, Under Armor, Cisco and Honda.
As well as using TV, digital and social, Sky is one of the first brands to run a sequential targeted campaign across digital outdoor screens in London.
In addition, it is using Facebook Canvas Ads, the Twitter Moments functionality and Twitter Scratch Reel ads.
Stephen van Rooyen, chief marketing, sales and digital officer at Sky, said: "For our biggest and most innovative technology launch, we wanted our biggest and most innovative ad campaign ever.
"As the content explodes from screens, viewers will believe it has actually liquefied and that the drops contain real pieces of a movie or TV show.
"The fluid ethos of Sky Q will be carried over into how we deliver the campaign across multiple traditional, digital and social media platforms."
Sky Q is available to buy now, with packages starting at £42 a month.