Heart to sponsor Friends on Comedy Central

Heart, the UK radio station owned by Global, is to sponsor Friends, the well-known American sitcom, on Comedy Central from 1 January.

Heart: behind the scenes for its Friends idents
Heart: behind the scenes for its Friends idents

The deal brokered by PHD will initially last three months. Friends, which first aired between 1994 and 2004, is shown daily on Comedy Central.

The idents are being created by How Now, and will consist of five- and ten-second spots featuring the Heart presenters Mark Wright, Jason Donovan, Jamie Theakston, Emma Bunton, Jenni Falconer, Zoe Hardman and Toby Anstis recreating famous scenes from Friends in the context of a day at work in the Heart studios.

In the 30 idents the presenters will enact moments from Friends such as when Ross and Chandler try to manoeuvre a sofa up some stairs.

They are being created by Phil Bolger and Paul Quinn, and also directed by Bolger through How Now.

Adam Johnson, the director of marketing at Global, said: "Heart is all about feel good music and Friends is the ultimate feel good sitcom so this is a perfect match.

"We wanted our sponsorship to feel totally relevant to the show by recreating viewers’ most loved Friends moments, while showcasing Heart’s all star presenter line-up."