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