Volkswagen sponsors Discovery adventure programming

Volkswagen Commercial Vehicles has signed a 12-month contract to sponsor Discovery Network's adventure programming across three of its channels.

VW: sponsoring  Discovery Network adventure programming
VW: sponsoring Discovery Network adventure programming

The sponsorship, which begins on 31 May, will run across channels including the flagship Discovery Channel and DMAX.

The deal was negotiated by Louise Brown, Mediacom's head of partnerships, and Michael Holt, Discovery Networks UK's director of brand solutions.

Creative agency Iris has created a series of idents to promote VW's range of commercial vehicles – 'The Transporter', 'Caddy' and 'Crafter'.

Three 15-second bumpers each feature a tradesman – a plumber, a vet and a gardener – driving to a job in a VW van.

However, on arrival, they are confronted by a more challenging environment than they had anticipated, including a waterfall and a jungle. The idents all use the slogan: ‘Every job's an adventure' and are voiced by cockney actor Ray Winstone.

The creative is designed to make heroes out of van drivers and reinforce VW commercial vehicle's ‘Let's go to work' positioning.

David George, head of marketing for VW Commercial Vehicles, said: "This sponsorship, combined with our ongoing radio campaign, is an important part of our marketing strategy this year to maximise the awareness of the Volkswagen Commercial Vehicles brand, and our hard-working range of vans."

Discovery's adventure programming includes ‘Bear Grylls: Born Survivor', ‘Deadliest Catch' and ‘Storm Chasers'.

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