Toyota and Diageo pick up prime New Year airtime on ITV

By CLAIRE BEALE, campaignlive.co.uk, Friday, 17 December 1999 12:00AM

Diageo and Toyota are lining up to take their place in advertising history after securing the most coveted millennium slots on ITV.

Diageo and Toyota are lining up to take their place in advertising

history after securing the most coveted millennium slots on ITV.



Toyota has sealed a sponsorship deal with ITV that will ensure it has

the last commercial message of this year and the first of next, while

Diageo’s media agency, Carat, has block-booked the last full ad break of

1999 and the first of 2000 in key ITV regions.



In the LWT, Granada, Yorkshire and Tyne Tees regions, Guinness - one of

the advertisers in the first-ever commercial break on ITV - will have

the last ad slot of the millennium with its latest spot, ’bet on

black’.



Anita Andrews, the marketing manager for Guinness, said: ’After a

century of award-winning advertising, it seemed only right that Guinness

should have the last word.’



The first ad of 2000 will be Bell’s, with the strapline ’eight years

well spent’ - the time it takes for the whisky to mature. Smirnoff,

Archers, Baileys, Sheridan’s and Malibu will also appear in the

breaks.



Toyota will sponsor all available programming on ITV on 31 December and

1 January under a five-year sponsorship deal.



This is the third year of the deal, which was negotiated by Carlton

Sales and Saatchi & Saatchi.



Sponsorship credits for this year’s programming have been created by

Saatchis and will include a series of about 15 executions.



The creative work features the animated goldfish which has become the

hallmark of Toyota’s sponsorship, and the series of films will depict

the goldfish going out to celebrate the New Year.



This article was first published on campaignlive.co.uk

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