Mitsubishi return to TV after 5 year hiatus
Mitsubishi Motors made its return to TV this week as the new sponsor of Channel 4's programming strand, Documentaries on 4. Part of a multi-million pound partnership, the sponsorship comprises a series of idents - from a snoozing baby to dancing clubbers - and marks the first time car manufacturer has advertised on TV since 2009.
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The idents made their first appearance on Tuesday (29 April) around the series debut of Mr Drew's School For Boys (produced by Ricochet), and features the voiceover "Mitsubishi - changing perceptions with Documentaries on 4".
The 15-second idents, created by Golley Slater and directed by Guy Soulsby (represented by Park Village), showcase a variety of Mitsubish models, including the Mirage and Outlander, and will continue to bookend a number of Channel 4 documentaries, from programmes fronted by Grayson Perry to the first ever digital fixed-rig documentary, Freshers.
Mike Leeson, MD at Golley Slater in Cardiff said: "Our team have developed some fantastic work that will mark a milestone in beginning the process of changing perceptions towards the Mitsubishi Motors brand and its product range."
Manning Gottlieb OMD, who handles the planning and buying for Mitsubishi, added: "Broadcast sponsorship and the value generated from such a long term investment, was something we earmarked as a key element to our FY2014 communications strategy.
"To grow the Mitsubishi brand in partnership with Documentaries on 4, a brand and strand with the shared aim of changing perceptions, is something we're all really excited about."
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Check out the idents below:
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