By CLAIRE BEALE, campaignlive.co.uk, Friday, 16 August 1996 12:00AM
BMP DDB has drawn on the help of Hollywood greats such as Marlene
Dietrich, Charlie Chaplin, Bruce Lee and John Wayne for its first work
for Walkers Doritos’ sponsorship of the ITV Movie Premiere season.
BMP has created more than 40 15-second, ten-second and eight-second
idents for the sponsorship. Each credit sequence features a still
photograph of a famous star, including Burt Reynolds, Humphrey Bogart,
Audrey Hepburn, Vincent Price and Terry-Thomas.
The credits will be tailored to the type of movie being screened to
ensure a sympathetic fit between the film and the sponsorship message.
In each ident the movie star will be superimposed with a live-action
mouth, which is then shown eating Doritos. All the credits end with the
line: ‘ITV Movie Premiere in association with a packet of Doritos.’
Charlotte Carey, the marketing manager of Doritos, explained that the
sponsorship credits had been designed to reflect the Doritos brand. ‘The
funny, irreverent style of the credits fits perfectly with the brand’s
young, irreverent positioning,’ she said.
The idents were created by Richard Flintham and Andy McLeod and produced
by Anni Cullen, with the live-action shots for the mouths performed by
the comedian, John Thomson.
The sponsorship association - worth around pounds 4 million to ITV - was
signed last month in a deal negotiated between Walkers’ media buying
company, the Media Centre, and the ITV sales house, Carlton UK Sales.
Movies lined up to appear over the next year include Sleepless in
Seattle, Groundhog Day and Last Action Hero.
Carey said that the Movie Premiere was chosen because of the link
between snacking and an evening spent at home watching TV.
The two-year deal with Diet Coke ended in April.
This article was first published on campaignlive.co.uk