Hoffman to front Sky Atlantic campaign

By Andrew Laughlin,

Sky has today unveiled an advertising campaign for new entertainment channel Sky Atlantic featuring Hollywood legend Dustin Hoffman.

On February 1, Sky Atlantic will launch in standard and high definition in the UK and Ireland, offering hit US shows such as Boardwalk Empire, Treme and Blue Bloods.

To promote the channel, Sky has created a 60-second trailer featuring Hoffman - whose first ever TV series Luck will get its UK premiere on Sky Atlantic later in the year - discussing the art of storytelling against the New York skyline.

The ad will premiere on television this weekend, while a special "Dustin Hoffman creative" will appear on Sky's website and in Sky Magazine Live, Sky's online customer magazine.

"We are absolutely delighted to have Dustin Hoffman film our launch trail for Sky Atlantic HD," said Stuart Murphy, the Sky Atlantic director of programmes.

"It speaks to the world-class talent that the channel will showcase and demonstrates the scale of the channel's calibre and ambition. I'm thrilled that his first ever TV series, Luck, about the world of horse racing, will be on Sky Atlantic HD exclusively at the end of the year."

Sky Networks director of marketing and communications Naomi Gibney added: "Sky Atlantic HD is a major new channel for Sky with great storytelling and incredible performances at its heart.

"We therefore wanted a collaboration with a hugely talented actor in a marketing campaign that reflected the power of great stories, and Dustin Hoffman was the perfect choice."