Funny Campaign Pokes Fun at the Rise of Expert Punditry During the Olympics

Sky has partnered with DDB Aotearoa to create a funny series of 30-second spots making light of the wave of armchair experts that crop up in New Zealand during the Olympics. The spots, which are part of the “Be an Expert” campaign, each highlight the rise of unsolicited sporting opinions and advice ahead of the Olympic Games Tokyo 2020.

“Every four years, a large percentage of New Zealanders undergo an overnight transformation into experts across a wide range of technical sports – and we wanted to showcase a playful, tongue in cheek response to this cultural phenomenon,” said Gary Steele, DDB Aotearoa’s executive creative director.


Helen Fitzsimons, Sky’s head of brand and sport marketing, says that the Be an Expert campaign playfully captures Kiwi’s passion for sport, and is a reminder of the unifying nature of sporting events like the Olympic Games Tokyo 2020:

“With Sky’s Olympic Games Tokyo 2020 coverage spanning twelve channels, we wanted the campaign to encourage everyday New Zealanders to do what they do best – get amongst the action, talk to their friends and family about it, and support our athletes throughout the duration of the event.”


The campaign will roll out via three 30” TVCs, OOH, and Digital.


Head of Brand and Sport Marketing – Helen Fitzsimons
Sport Marketing Manager – Conor Beggs
Sponsorship Manager – Daylyn Concessio
Sport Marketing Executive – Micayla Cotter

Creative Agency: DDB Aotearoa
Executive Creative Director: Gary Steele
Creative Directors: Christie Cooper and James Connor
Senior Art Director: Paul Kim
Senior Copywriter: Graeme Clarke
Senior Copywriter: Courtney Dow
Lead Business Partner: Karla Fisher
Senior Business Director: Aaron Hodgson
Chief Strategy Officer: Rupert Price
Executive Producer: Judy Thompson
Agency Producer: Tabitha Parke-Gailey

Production Company: Goodoil
Director: Michelle Savill
Managing Director: George Mackenzie
Executive Producer: Andrew McLean
Producer: Anna Stuart
DOP: Andrew Stroud
Offline Editor: Dan Kircher
Grade: Dave Gibson
Online Editor: Stuart Bedford
Audio: Liquid Studios
Sound designer: Craig Matuschka



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