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.
Sky Atlantic will provide an exclusive home to some of the most hotly anticipated shows in television.
Sky Atlantic HD will air all of HBO's new series exclusively.
Sky Atlantic forms part of Sky's Variety Pack of basic channels.
Sky Atlantic will launch on 1st February 2011.
Sky Atlantic will be on Sky channel 108.
Sky1 will remain on Sky channel 106, with Sky Living Sky on channel 107 and Sky Atlantic on Sky channel 108.
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