The 19 new idents, created by MVBMS Fuel in Amsterdam, continue the strategy of imagining the consequences of what happens when the medical drama world of ER collides with the world of Volvo. The spots take scenarios familiar to those who watch hospital dramas and juxtaposes these cliches with driving experiences.
Directed by Simon Green at Stark Films, the five-, ten- and 15-second spots will run before and after the programme and as break-bumpers. They will break first on E4 on 14 February, before appearing on Channel 4 in mid-March. Media planning and buying is handled by MindShare.
The regional account director Simon Pride said the fourth consecutive year of sponsorship highlighted the match between Volvo and ER. The agency was appointed by Volvo more than two years ago to develop pan-European creative for the brand.
Pride added: "Creating great sponsorship idents is about understanding the relationship between the brand, the audience and the programme. The challenge was to create idents which stand shoulder-to-shoulder with some of the best drama on television and meet the expectations of a smart audience. The result represents a good marriage between all of the elements."
The idents were art directed by Emma Parkes and written by Carrie Morgan.