Harveys 'lounge' by Proximity London

Harveys, the UK's biggest specialist furniture retailer, launches its sponsorship of ITV1's 'Coronation Street' this weekend.

The retailer is succeeding previous sponsor Cadbury, which parted company with the UK's longest-running soap earlier this year.

The idents introduce a new marketing campaign for Harveys, which will be integrated across all media and point of sale material, based on the theme "Bringing your home to life".

The idents, created by Proximity London, features household objects, such as flying ducks, an action figure, a Buddha and a rag doll, coming to life to watch 'Coronation Street'.

Three separate executions have been produced all set in different rooms in a house including the living room, a kitchen and a bedroom.

In addition to the idents, Harveys will also sponsor the interactive TV service that accompanies 'Coronation Street'.