Father Time Takes a Lickin’ and Stops Tickin’ for Sky TV

Time-shifting DVRs are your new gods

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