Coca-Cola expands World Cup TV ad for Premiership idents

Coca-Cola has extended its "supersub World Cup TV spot to its sponsorship of ITV1's The Premiership for the second year.

This year's idents feature the animated character called Leggsy, who was created by Wieden & Kennedy Amsterdam and first introduced earlier in the summer to coincide with the World Cup. They show the cartoon character and his friends behaving like uncouth footballers, drinking Coke and belching.

Jon Matthews wrote and art directed the idents, which were directed by Numero Six through Partizan Midi Minuit in Paris.

As well as its on-air branding, Coca-Cola will sponsor the ITV football website. Granada is also creating a Leggsy community site on the ITV.com portal.

This year's approach contrasts with last season's when Coca-Cola used short interviews with members of players' families discussing their famous footballing relatives.

This is the second year of Coca-Cola's three-year deal through Granada Enterprises to sponsor ITV1's coverage of Premiership football. The deal, including spot advertising, was valued at £50 million. However, this figure was renegotiated after The Premiership was moved from its 7pm peak slot to a later time.

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