To promote the new X-Men movie, X-Men Origins: Wolverine, 20th Century Fox's took three 60-second spots in consecutive breaks of a single episode of 24 on Sky1 and Sky1HD and created this fresh piece of event advertising.

In the breaks, loyal 24 viewers could get a glimpse of the origins of Wolverine and watch key elements of the movie. This narrative unfolded across the three ads.

To drive awareness in the build up to this TV advertising event, 10-second teaser promos were run across all Sky channels, supported by outdoor and press. A multi-platform campaign included banner ads on Skysports.com, pre and post-rolls on Sky Anytime, plus spots in Sky's dedicated pubs and club feed.

The deal was brokered by Sky Media in association with media agency Vizeum. Creative was supplied by 20th Century Fox.

"We're looking for marketing innovation reflecting our confidence in 'X-Men Origins: Wolverine', being the first must-see movie event of the summer. With this package, we're creating an event around our marketing launch, supported with its own integrated marketing activity, showcasing three minutes of prime footage in a premium environment."

Cameron Saunders, Marketing Director, Twentieth Century Fox

"24 not only delivers an extremely attractive and relevant audience for 'X-Men', but Fox's creative innovation, supported by a wider cross-platform campaign, will offer value to fans of '24' and 'X-Men' alike."

Graham Appleby, Director of commercial partnerships, Sky Media