Father Time gets wound up and ticked off as his awesome powers run out in this cinematic spot by DDB New Zealand for Sky TV. "The sun, the moon, the tides, all were under my control ... But after thousands of years of service, it seems time has caught up with me," he moans. Bummer. The 90-second clip, stylishly directed by Steve Ayson, generates a Monty Python vibe thanks to the presence of a heavily bearded dude traipsing through bleak locations (It's … Father Time) and an absurdly epic yet silly premise. The best scene takes place in a clock shop, where the nonplussed counter help can't fix our hero's hourglass. (At least they have working clocks on hand, unlike Switzerland, which these days seems frozen in time.) The commercial is a broad and roundabout way of illustrating the brand message: "Time no longer matters." FT takes solace in front of the tube, remote in hand, time-shifting The Blues Brothers (they're on "a mission from God!") via Sky TV to his heart's content. Ultimately, TV's the time suck that claims us all. Credits below.

CREDITS
Client: Sky TV
Agency: DDB, New Zealand
Executive Creative Director: Andy Fackrell
Creative Director: Chris Schofield
Group Business Director: Nikki McKelvie
Art Director: Toby Morris
Copywriter: Simone Louis
Executive Producer: Judy Thompson
Account Director: Danielle Richards
Planner: David McIndoe
Production Company: The Sweet Shop
Director: Steve Ayson
Director of Photography: Crighton Bone
Sound Design: Jon Cooper
Agency Producer: Jane Mill
Editor: Jack Hutchings @ The Butchery
Composer: Peter Hobbs

Sky Director of Marketing: Mike Watson
Sky Television Marketing Manager: Aaron Stone
Sky Product Marketing Manager: Amber Brown