Honda renews Channel 4 partnership to sponsor Films On 4

Honda has renewed its partnership with Channel 4, sponsoring Films On 4.

The two-year deal is thought to be worth £5 million annually. The Japanese car manufacturer previously sponsored Documentaries On 4.

Honda’s idents, created by Wieden & Kennedy London, show a motorbike, sports car, jet engine and two racing cars revving their engines on a deserted road. There is also a ten-second and a five-second version.

They were directed by Aoife McArdle through Somesuch.

They launch on 1 March, and the first primetime spot will be around around The Bourne Legacy at 9pm on Saturday 5 March. The spots will feature across all films on Channel 4, E4 and More4. They will also be shown on Film4, apart from the 9pm and 11pm films.

Honda will also co-create a Shorts series for All 4, the video-on-demand platform. Details on this are yet to be revealed.

The deal was brokered by The Story Lab, the Dentsu Aegis Network shop. Dentsu Aegis picked up Honda's £50 million European media planning and buying account last December, after a competitive pitch against the incumbent, Starcom MediaVest Group.

Philip Crossman, the UK managing director at Honda, said: "The Honda brand has a great story to tell and we hope that our mini films will encourage viewers to learn a little more about us; whether they are interested in cars, bikes, lawn mowers, generators, ATV’s or even a jet – we have something for everyone."

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