Mercedes-Benz Vans sponsors Dave

Mercedes-Benz Vans is sponsoring Dave, the UKTV channel, in its first TV deal, with comedy idents that feature people as famous characters using their vehicles.

One ident features a lady who looks similar to Margaret Thatcher. The character is in a van decorated with a sign that reads, ‘Maggie’s Thatchers’, while men load straw into the vehicle.

The idents were created by Cygnus Associates and feature the Citan, New Vito or Sprinter vans.

They will run for six months from today across the Character’s on Dave programming strand, which includes Storage Hunters, Mock the Week and QI.

The partnership was brokered by Channel 4 Sales and ZenithOptimedia.

Steve Bridge, the managing director at Mercedes-Benz Vans, said: "For us, the partnership is an ideal fit – Dave’s values and ethos provides us with a great platform to share our customer-focused message.

"The viewing audience aligns extremely well and allows us to deliver engaging messaging with high impact and broad reach."

Rupinder Downie, the partnership controller at Channel 4, said: "We are delighted that Mercedes-Benz Vans has chosen to work with Channel 4 on their first ever TV partnership.

"Dave is enjoying a great start to 2015 and Characters on Dave showcases a range of the channel’s most popular and highest rating shows."