Toy retailer The Entertainer has signed up to sponsor ITV's This Morning, with a series of idents going live this week.
Created by Bigdog, the "Little festive moments" campaign will run alongside ad breaks for the Philip Schofield-fronted How to Spend it Well at Christmas, which goes live in November, as well as across social and online channels.
The main part of the activity will last for eight weeks and comprises three shorts – five-second, 10-second and 15-second idents. As well as appearing during This Morning, they will also appear alongside CITV content, which the brand already sponsors.
Each features families enjoying festive moments thanks to products bought at The Entertainer.
The work was created by Mark Lees, while Carat handled media planning and buying.
Rebecca Naish, The Entertainer's head of marketing and licensing, said: "The Entertainer exists to provide children and their families with opportunities to play. It’s what our brand is built on and this campaign conveys that intent perfectly.
"Christmas is such an important family time and the 'Little festive moments' Bigdog created for us really captures that."