Vax in seven-figure C4 sponsorship deal

Vax, the floor care brand, has signed a seven-figure sponsorship deal with Channel 4, for which it has created idents starring Miranda Hart.

The idents were created by The Brooklyn Brothers and promote a range of the company's products. It is Vax’s biggest TV sponsorship.

The films will be placed around One Born Every Minute, and One Born Every Minute: The Dads, a spin-off show featuring new dads on Shorts, Channel 4’s digital platform.

The sponsorship also extends to UKTV’s Dream Homes strand which includes Escape to the Country, A Place In The Sun: Home or Away, Celebrity Fantasy Homes and First Homes.

The idents were directed by David Dao through Riff Raff, and will run from 5 March until the end of February next year.

Liz Cope, the vice president for global marketing at Vax, said: "This partnership with Channel 4 gives us a perfect opportunity to introduce even more UK families to our unique range of vacuums, carpet washers, steam cleaners and pressure washers.

"And with Miranda Hart’s vocal talents bringing a breath of fresh air to our advertising, we’re confident this campaign will prove to be our most successful yet."

The one-year deal was struck by Jane Hector-Jones, the partnerships and digital manager at Channel 4 Sales, and Charlotte Dearsley, the associate director for broadcast investment at MediaCom Manchester.

Dearsley said: "This is a fantastic partnership for both brand and broadcaster, demonstrating how sponsorship can be utilised to promote both brand messaging combined with a more tactical, product-led, contextual approach.

"As well as ensuring Vax reaches a key target audience through a strong TV presence, the deal will also increase this relationship for the brand by engaging viewers watching 4oD and online original Shorts content."