'Think you know Sky? Think Again' - is the tag to this conventional TV ad campaign running across ITV for Sky+, Sky's PVR. Its a more lifestyle associated campaign for 2004 and whats interesting is that it puts the convenience of Sky's PVR into a family context, showing how it allows a family to manager their use of TV and at the same time, steers clear of promoting technology and gimmicks which can sometimes alienate potential Sky subscribers.

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