Sky Business Skates Past Mobile Clichés to Sound of Sugababes

Sky Business has stepped into the mobile market with a major launch campaign created by House 337, and doing it with style, speed and skates. Titled 'Keep Rollin'' the new platform introduces Sky Business mobile to SME owners in a fresh and entertaining way.

With small and medium business owners juggling multiple roles and responsibilities, House 337 were asked to deliver a disruptive campaign that cuts through a saturated and often cliched B2B mobile category. The integrated campaign uses roller skating as a visual metaphor for Sky Business mobile's key 'Roll & Share' Feature.

Alessandra D'Avino, brand marketing director, Sky Business, said, "Small and medium business owners face different demands every day, and their mobile needs change accordingly. Roll & Share is the only business mobile proposition in the market that truly adapts to these realities, automatically redistributing unused data across the team in the background, with no admin required. House 337 understood that this unique offering isn'tjust about connectivity; it's about giving businesses back their time and money."

'Keep Rollin'' is a visually playful campaign that intentionally strays from product jargon to deliver the emotional benefit Sky Business provides – a smoother working day. At the heart of the film is Kate, a skate shop owner who smoothly glides to her city shop navigating obstacles with ease and grace. Set to the Sugababes' iconic 'Round Round', a nostalgic '90s banger with a message perfectly aligned to Sky's ‘Roll & Share’ feature - viewers follow her dynamic journey across town using innovative camera work. The ad finishes at Kate's Skates, where Sky Business data tubes visualise the’ Roll & Share’ feature that automatically rolls over unused data and shares it across her team.

Ross Newton, creative partner, House 337 added, “B2B ads are usually jargon-heavy and forgettable. We wanted something fun, emotional and unexpected. Bringing Rollo Hollins and the Armoury crew on board gave us exactly that. The roller skates are a smart metaphor for Roll & Share. Bold, relevant, and a confident first step into business mobile for the brand.”

Directed by Rollo Hollins and brought to life by production company Armoury, the film uses fluid camera work including FPV drones and skate-cams to mirror the effortless data sharing the new Sky Business mobile offering enables. The campaign required finding talent who could both act and skate professionally, with all skating captured in-camera rather than created in post-production. The campaign represents Sky Business's first move into the mobile category and sets a confident tone for what's to come.

The campaign will roll out across TV, cinema, BVOD and social, with media planning handled by Publicis Next. House 337 worked with production company Armoury and post-production company Creative Outpost.

Armoury and Rollo Hollins muse said, "Vicarious commuting never felt so good. Sky, skates, Sugababes… honestly, it’s exactly what we all need right now.

This one takes us on the ultimate journey, from Kate’s place to Kate’s Skates. Meeting some iconic faces along the way, using pretty much every piece of grip equipment Cape Town had to offer, and following the magical trail of skate queen Kate (Kelly Up).

Massive love to House 337 royalty Ross Newton and Laura Melville for making the whole shoot such a joyous, creative, and genuinely collaborative experience from start to finish. We enjoyed the voyage just as much as Kate enjoys the journey. The offline edit was beautifully crafted by James Demitriou, with the team at Creative Outpost adding polish and sparkle to every frame. Final touches in grade by Alex Gregory at Harbour, smooth as you like."