Channel 5’s new series, Paul Merton in India, is being sponsored by Continental Tyres. The travel programme, which started on October 8th, follows on from Merton’s successful series on China. The show follows the same format with the wry comedian commenting on aspects of Indian culture as he explores the sub-continent.
Continental has worked with media agency PHWT to create sponsorship idents throughout the series. This takes the form of a Continental tyre rolling across the screen which leaves an orange trail across the screen. As the tyre moves on the orange line forms the outline of iconic landmarks.
Mick Stoves, PHWT Director, explained the concept, “Our challenge was to bring to life Continental’s brand attributes of being best in braking and tyre safety in an engaging way and to make the link between safe driving and travel. Our simple yet effective approach is one which we know works with busy consumers who may only be interested in tyres when they need to replace them”.
Continental’s Advertising Manager, Tim Bailey, said, “The new sponsorship idents from PHWT really accelerate our proposition of Continental Tyres being at the forefront of tyre safety, stopping and braking. They were created and produced in double quick time by the team and we are delighted with the results”.