At the time this ad was shot, Carol Vorderman was a very wholesome daytime TV presenter. To give this Sky Games brain training game stand out we wanted to shake her image up, so we put her in boxing gear in an East London gym against a ghastly opponent – a giant brain. We summed the promo up with the line
‘Keep your brain fighting fit.’
Carol loved the styling and her agent released some of the images from our shoot to the press generating an estimated £85k of additional publicity.
Creative team: Rebecca Earp and Dan Morgan