WEALTH May 22, 2026 0 Comments

How Roy Keane’s Offbeat Humor Became the Secret Weapon Behind Core Creative’s Sky Campaign Success

Ever wonder what it takes to stand out in a digital world flooded with broadband options? Sky Ireland and Core Creative just flipped the script by bringing in none other than Roy Keane—the man known not for wild celebrations but for his famously deadpan style—to spearhead a broadband campaign that’s anything but ordinary. With the clever tagline “Sky do broadband, you do you,” this campaign taps into the simple truth that everyone finds their joy differently, and a blazing-fast connection—up to 10 times quicker than before—is just the enabler for whatever floats your boat, be it streaming, gaming, or just surfing the endless web. What’s refreshing here is the refusal to sugarcoat or oversell; instead, it leans into Keane’s straight-shooter persona, proving that broadband can be personal, functional, and honestly, pretty cool. As competition in Ireland’s broadband market heats up, this partnership between Sky and Core Creative—managed by Starcom—might just set a new standard for how to connect with customers on a real level. Curious how a football legend’s stoic charm can transform internet marketing? Dive in and see what “doing you” with broadband really looks like. LEARN MORE

Core Creative, the creative division of Core, has partnered with Sky Ireland to launch a new broadband campaign fronted by former football manager and pundit Roy Keane.

The campaign introduces Sky Broadband’s new platform line, “Sky do broadband, you do you”, and centres on the idea that people experience joy in different ways — with Keane’s famously deadpan personality providing the creative hook.

The campaign coincides with the rollout of Sky Broadband’s upgraded service, which the company says now delivers speeds up to 10 times faster than before.

Sky said the enhanced offering is designed to support streaming, gaming, browsing and home connectivity for customers with increasing digital demands.

Rather than portraying Keane in traditional advertising scenarios, the campaign leans into his well-known dislike of forced enthusiasm and over-the-top celebrations.

The creative positions broadband as an enabler of personal interests and entertainment, regardless of how people choose to spend their time.

The work was developed by Core Creative and managed by media agency Starcom, also part of Core.

It marks the latest collaboration between Sky Ireland and Keane, following previous campaigns that focused on the former Manchester United captain’s exacting standards.

Caroline Donnellan said the campaign was designed to support the launch of Sky’s new Broadband Hub and upgraded network speeds.

“We’re delighted to see our new broadband campaign go live, supporting the launch of our new Broadband Hub and our fastest ever speeds – something we know Irish customers are actively looking for,” she said.

“Bringing Roy in felt like the right move; he’s widely loved and his unique sense of humour really helps the message cut through in the market.”

Rob Murray said the campaign aimed to connect broadband usage with personal enjoyment and individuality.

“Broadband is about enabling joy, whatever that means to you,” Murray said.

“With Roy that obviously looks a little different to everyone else, so he was the perfect encapsulation for our new platform ‘Sky do broadband, you do you’.”

The campaign will run across television, social media, digital and online video channels over the coming weeks as Sky seeks to strengthen its position in Ireland’s competitive broadband market.