Roy Keane stars in Sky Mobile’s festive ‘Expect More’ campaign created by Core

Following the success of Sky Mobile’s ‘Expect More’ platform launched in 2024, Sky Mobile is continuing to deliver on its promise to give customers more this Christmas. The new festive campaign, created by Core, Ireland’s largest marketing communications company, once again features Roy Keane, whose famously high expectations are put to the ultimate test during the season of giving.

In a world where many offer less for more at Christmas, Sky Mobile is taking a different approach, offering great deals on the latest handsets alongside fair and flexible mobile plans for customers.

Created by Core Creative, and managed by Starcom, part of Core, the campaign continues to celebrate the humour and honesty that made the original ‘Expect More’ campaign so successful, with Keane’s no-nonsense character perfectly highlighting Sky’s commitment to doing things differently.

Caroline Donnellan, Director of Marketing & Brand at Sky & NOW, said:

“Christmas is the perfect time to build on the success of our ‘Expect More’ campaign. This season can test even the highest expectations, and who better to reintroduce than Roy Keane to bring that to life? At Sky, we believe our mobile customers deserve more value, fairness, and flexibility – and this campaign captures that spirit perfectly.”

Kate O’Callaghan, Business Director at Core Creative, added:

“The ‘Expect More’ platform has been a powerful creative platform for Sky Mobile, allowing us to show that when others give you less, Sky gives you more. This latest chapter extends that story into Christmas, a time when value really matters. The work brings a fresh, festive energy to the brand while staying true to its core message.”

Rob Murray, Creative Partner at Core Creative, commented:

“It would have been easy to paint Roy as a kind of Scrooge character, but the truth is, he genuinely loves Christmas. If anything, his famously high expectations are even higher this time of year. So we had a lot of fun putting Roy in situations where they aren’t being met, and contrasting them with Sky Mobile’s brilliant offers and their promise to deliver more when it counts.”

The Christmas campaign will run across TV, social, digital, and outdoor channels, reinforcing Sky Mobile’s commitment to providing Irish consumers with a mobile experience they can truly expect more from.