# Story-Focused Television Ads The Sky TV Rialto Channel Campaign is Cleverly Entertaining By Meghan Young | Published 2013-07-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sky-tv-rialto-channel References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/07/sky-tv-rialto-channel-ugly-karaoke-nudity-underwear-beginning/) & [ddb](http://www.ddb.com) The Sky TV Rialto Channel ad campaign hilariously hones in on the importance of storytelling. For instance, one reads, "When the actors are this ugly, the story has to be great," while another one states, "If there's nudity, there's a really profound reason for it." All of the [clever tag lines](https://www.trendhunter.com/trends/lidl-ben-bracken-islay-single-malt) are paired with minimalist imagery that is just as entertaining, if not more. Conceived and executed by the [DDB](https://www.trendhunter.com/trends/cargurus-latest-ad) ad agency branch based in Auckland, New Zealand, the Sky TV Rialto Channel ad campaign was art directed by Adam Thompson with creative direction by Chris Schofield. The eyeopening copy was written by Rory Mckechnie while the fun illustrations were created by Erica Harrison. Overall, the team put together a campaign that will captivate people in a playful way. Who wouldn't want to tune in? ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 20% | Activity: 17% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Story-focused Television Ads:** Opportunity for brands to leverage storytelling in TV ads to captivate and engage audiences. ### Where This Applies - **Advertising:** Advertising agencies can adopt a story-focused approach in television ads to deliver entertaining and memorable campaigns. ## Related on Trend Hunter - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Cinematic GenAI Campaigns](https://www.trendhunter.com/trends/the-knowit-alls.md) - [Vacation Rental Campaigns](https://www.trendhunter.com/trends/airbnb-1.md) - [Breaking News-Styled TV Ads](https://www.trendhunter.com/trends/tyrrells-chips.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md)