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."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 The big adland divide: culture vs collateral

The industry is splitting into agencies that make marketing collateral and those creating culture, says Adam & Eve/DDB's David Golding.

YouTube to stop 30-second unskippable ads
Shares0
Share

1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

Just published

More