Mini continues ITV drama tie-in

BMW’s Mini is to continue its association with ITV1 drama by sponsoring a new series called Between the Sheets, in place of Cold Feet which ended earlier this year.

The six-part series is about the lives of two families seen through the eyes of a sex therapist, a member of one of the families, and is due to be screened in the autumn.

Mini is expected to evolve its “mini adventure” theme by creating a series of idents under the banner “A mini guide to romance in association with Between the Sheets”.

The £600,000 sponsorship has been negotiated between Granada Enterprises and Aegis-owned Vizeum on behalf of Mini.

The drama has been written by BAFTA award-winning writer Kay Mellor who wrote Band of Gold, Fat Friends and Playing the Field. Brenda Blethyn heads the cast, which includes Alun Armstrong, Norman Wisdom, ex-Coronation Street star Gaynor Faye, the Royle Family’s Liz Smith and Julie Graham.

Mellor has been quoted as saying: “It’s a no-holds-barred, frank exploration about heterosexuality in the 21st century.”

The drama has been made by Rollem Productions and is executive produced by former ITV director of programmes, David Liddiment.

Lever Fabergé’s Impulse brand is set to sponsor Channel 4’s new behind-the-scenes look at glossy Glamour magazine, called G Girls, due to air in September.

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