Carlton Sales sets up Xmas deal with ITV and Panasonic

Panasonic is to sponsor Christmas on ITV after signing a pounds 500,000 deal with the ITV sales house, Carlton.

Panasonic is to sponsor Christmas on ITV after signing a pounds

500,000 deal with the ITV sales house, Carlton.

The deal, negotiated with Carlton by Panasonic’s media agency, Universal

McCann, will attach the brand to three or four programmes a day between

21 and 27 December - a crucial sales period for the electrical goods


McCann-Erickson has created six sponsorship sequences which make wry

observations about a family over the Christmas period. Although

Panasonic is unable to show its products, it refers to them by

association through the sketches. One sequence implies the benefits of a

Panasonic vacuum cleaner by showing a Christmas tree which has shed its

pine needles. Someone is heard hoovering them up, but the mother of the

family then slams a door, causing the tree to shed more needles.

Andy Thompson, deputy head of sponsorship at Carlton said: ’We’ve never

had a sponsorship deal over Christmas before, nor has any other

broadcaster. Sponsorship works best when tied in with an occasion with

the correct creative execution.’ He added that ITV was in discussion

with other advertisers about sponsoring events such as Hallowe’en,

Valentine’s Day and Mother’s Day.

Russell Simpkins, the general manager for Panasonic UK, said: ’The

credits reflect ’Christmas with the family’ and our strategy is for the

humorous treatment to add to the viewer’s enjoyment.’

The ’showcase’ deal follows other broad-based attachments including

those between Doritos and ITV movie premieres and Midland Bank and ITV

drama series.

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