Londoners were stopped in their tracks as the Sugababes burst out of a billboard for a surprise live performance at King’s Cross yesterday.
Unsuspecting commuters who pressed a button on the billboard saw it transform into a stage, where the group fittingly performed one of their most popular hits, "Push the Button”.
The original trio of Mutya Buena, Keisha Buchanan, and Siobhan Donaghy were re-branded as the "Suga Broadband Babes" for the surprise gig to celebrate the launch of Sky Broadband’s new 24/7 switching support service, making switching to Sky as easy as pushing a button.
On social media, onlookers admitted to "actually enjoying train delays" after catching the impromptu performance as the band was revealed from behind replica elevator doors reminiscent of the song's music video, released in 2005.
One commuter wrote on X (formerly known as Twitter) “OMG the Sugababes just came out of a billboard”.
King’s Cross erupted as the band were revealed, another commuter wrote “The Sugababes just serenaded me with Push the Button, everyone else was there but I felt special”.
A new tongue in cheek video shows the Sugababes pitching the "Suga Broadband Babes" collaboration by leveraging their nostalgic music catalogue to convince Sky bosses they’re the perfect match for the campaign.
The girls go as far as referencing their history of changing line ups as Keisha mentions “they’ve had experience with switching themselves”.
The Sugababes said: “We had so much fun surprising everyone at King’s Cross today as the Suga Broadband Babes! It's great to see people loving 'Push the Button.' We’re all about making life that little bit sweeter, so switching providers should never be a chore, and now with Sky Broadband’s 24/7 switching support service it doesn’t have to be!”
Amber Pine, Managing Director of Sky Connectivity said: “Just like the Sugababes, we know a thing or two about switching! That’s why we’ve launched Sky Broadband’s dedicated 24/7 switching support service, so customers can get through to a real person for help any time, day or night. Alongside the industry’s One Touch Switch process, this makes it easier than ever for people to make the change.”
Sky Broadband also polled 2,000 Brits to see what they would do at a touch of a button.
Brits wish they could change their broadband provider just by hitting a button as they admit spending an average of 5 months debating the change due to the admin work.
But a third (32%) of those who have done this, said the process was a difficult one. A problem that the new One Touch Switch process aims to solve.
On average, Brits have only changed their provider three times in 10 years but despite this three in 10 (28%) reported they’re looking to switch, and half (46%) said they are more likely to do so if they don’t have to call their previous broadband provider.
And with the door on summer firmly shut, over a third (36%) would choose to transport themselves to dream destinations. Others are looking to improve their wellbeing by choosing to get in the best shape possible (34%) or become fluent in any language (32%). *
Cleaning the bathroom (35%), cleaning the gutters (21%), and laundry (20%) are the chores Brits would like to magic away with the touch of a button.
Top 10 things Brits would do at the push of a button
- Travel to a dream holiday destination (36%)
- Get in the best shape possible (34%)
- Become fluent in a language (32%)
- Instantly repair anything (30%)
- Have your favourite meal appeared instantly (21%)
- Be able to play an instrument or be able to sing (18%)
- Be reunited with family (16%)
- Find your true love (15%)
- Commute to work instantly (11%)
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