Here's the first advert for Sky Q, Sky's next-gen set-top box and pay-TV service.
The 30-second spot shows off the service's Fluid Viewing concept, which lets you watch Sky in other room of the house using a Sky Q Mini box, and on tablets and smartphones using the app.
This has been possible before with Sky thanks to Sky Multiscreen and Sky Go. But with Sky Q you don't need another fully-fledged Sky box, just the Sky Q Mini.
The advert shows Marvel's Avengers breaking out of the screen in droplet form and bouncing across to another screen in the house. All to the tune of 'I've Gotta Be Me' by Sammy Davis Junior.
There's also a version with Pepper Pig.
The campaign starts today. Stephen van Rooyen, chief marketing, sales & digital officer at Sky, said: "For our biggest and most innovative technology launch, we wanted our biggest and most innovative ad campaign ever.
"On screen we have delivered something that is truly world-class in terms of creative and production.
"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 is under threat from the growth of streaming services like Netflix and Amazon Prime Video, plus arch rival BT's recent assault on the pay TV market.
We'll have a full review of Sky Q as soon as we can.