Sure sponsors ITV's The Test programme with idents by Lowe, Friday, 16 July 2004 12:00AM

Sure, the Elida Faberge anti-perspirant brand, is reinforcing its claim as the answer to stressful moments with new idents for ITV's The Test.

Sure is sponsoring the series, fronted by the confidence coach Jeremy Milnes and featuring people who are trying to overcome their fears to help achieve an ambition.

One programme is about a woman whose agoraphobia prevents her taking her daughter to school. Another is about a woman so terrified of flying that seeing a plane on TV reduces her to tears.

The idents, by Lowe, put a light-hearted twist on such stories under the theme: "Whatever the test, Sure won't let you down."

All the executions feature a counsellor helping patients beat phobias such as a fear of spiders, needles, dentists and travelling in lifts.

All goes well at the beginning, with the counsellor in control. However, the situations take unexpected turns, leaving the patients and counsellor in sticky situations.

The idents, in 15-, ten- and five-second formats, were created by Alan Wilson and Diccon Driver and directed by H3O's Matt Lipsey, whose TV work includes episodes of Little Britain and Catterick.

The deal was brokered by MGA Broadcasting and ITV Sales.

This article was first published on


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs