The campaign reveals Sky’s new brand positioning ‘Say Hello’, which allows customers to ‘Say Hello’ to more choice, more flexibility, more control and more possibilities with Sky Mobile.The campaign, created by WCRS, launches with three TV spots, starring Oscar-nominated actor Tom Hardy, best known for his performances in The Revenant, Mad Max: Fury Road, The Dark Knight Rises, Lawless, and, most recently, Taboo.The first advert ‘Café’ focuses on Sky’s Roll proposition, which allows customers to Roll any unused data into a piggybank each month, which they can keep for three years and dip into whenever they like. This is brought to life through an analogy using sugar cubes during an interaction between Tom Hardy and an angered waiter, demonstrating how frustrating it is when other mobile phone providers take back data you haven’t used. The second spot ‘Shoes’ focuses on Sky’s Swap proposition, which gives customers the opportunity to Swap their phone to the latest model every 12 months, free of charges. This is illustrated by the story of a long journey that wears down Tom Hardy’s shoes, demonstrating the frustration with other mobile providers where you pay expensive upgrade fees or have long waits to get the latest models.Finally ‘Factory’ focuses on Sky’s Mix proposition, which lets customers to change their data, text and calls up and down every month, depending on their needs. This is brought to life through the analogy of a standardised production line – illustrating other mobile providers – which produces the same thing month after month, while Sky’s offering is much more flexible.CreditsExecutive creative director: Leon JaumeCreative director: Simon RobinsonCreative: David Dearlove, Richard NottAdditional credits: Agency producer: Sally LipsiusAccount handling: Torie Wilkinson, Hollie Alexander, Eve Bui, Kath Morris, Katie Gould, Isobel FraserPlanning: Matt Willifer, Angharad ThomasMedia agency: MediacomProduction company: StinkDirector: John HillcoatDOP: Nicolas KarakatsanisProducer: Fran ThompsonEditor: Tom LindsaySound design: Neil JohnsonPost production: MPCClient team: Lyssa McGowan, Andy Heatley, Rachel Huggins, Lizzie Chasemore