Energy provider British Gas and eco-tech brand Hive have launched a series of 24 idents on Channel 4.
The idents, conceived by creative agency T&Pm, are part of a new partnership between the brands and Channel 4, which was announced last month.
Directed by the Weiland Brothers through Love Song, the idents feature homeowners seemingly admiring their décor before it is revealed that they are praising British Gas.
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Centrica (parent company of British Gas and Hive) group brand and marketing officer Andy Freeman said: “Channel 4’s home shows celebrate the passion we all have for our homes. Our idents tap into that same energy, using humour to highlight how British Gas is there for every homeowner, every day.”
Channel 4 will also roll out a second set of idents featuring Hive’s eco-tech to appeal to viewers interested in sustainable living.
The sponsorship includes placement across Channel 4′s home programming lineup, including Grand Designs, Love it or List it, George Clarke’s Amazing Spaces, and Location, Location, Location.
T&Pm associate creative directors Carl Storey and Tom Sillars said: “As a nation obsessed with our homes, it’s hard to think of a better fit than Channel 4 Homes and British Gas.
“The iconic home programming on Channel 4 has an instantly recognisable (and often OTT) lexicon that highlights just how much we love our homes. And funnily enough, this lofty language also perfectly applies to the services and energy of British Gas. Giving our playful idents a beautiful (designer) rug pull.”
