ITV pays to alter D&AD gold winner

ITV has paid around pounds 100,000 for the production of replacements for BMP DDB’s award-winning Walkers’ Doritos sponsorship idents, following a row over the use of dead celebrities in the creative work, it emerged this week.

ITV has paid around pounds 100,000 for the production of

replacements for BMP DDB’s award-winning Walkers’ Doritos sponsorship

idents, following a row over the use of dead celebrities in the creative

work, it emerged this week.



The original idents - for ITV’s ’movie premiere’ season - won a gold and

a silver at the D&AD awards last week, but attracted a number of

complaints from viewers and ITV programme controllers, despite being

cleared by the Independent Television Commission.



The idents featured a parade of movie stars whose pictures were

superimposed with live-action mouths that made the celebrities appear to

be talking.



Pressure from within ITV forced a redesign of the idents. Doritos, which

has committed around pounds 2 million a year to the sponsorship, has had

to change its off-screen merchandise, which had been designed to tie in

with the on-screen presence. ITV is understood to have helped cover

these costs as well.



Martin Bowley, the managing director of Carlton UK Sales, the sales

house that put together the sponsorship deal, said the remake was ’a

great example of the broadcaster, agency and client working

together’.



Ted Linehan, Walkers’ marketing director, corn, refused to comment.