Medicated confectionery brand Lockets is to sponsor Five Weather for a six-month period, in a deal thought to be worth &£1m.
TBWA/London has created a series of ten-second television idents to support the cough-sweet brand’s sponsorship, which runs from October to March 2006. The idents show how Lockets are capable of “Getting you through the British weather” and continue the theme of wider advertising campaign – “Proud sponsors of the British winter”, which broke in January and was intended to show the brand in a humorous and light-hearted way.
The idents are designed to stir up viewers’ nostalgia, featuring giant-sized weather symbols, including snowflakes and clouds, which used to feature in television weather forecasts. In all six idents the giant symbols invade scenes of people going about their everyday business to illustrate the impact of weather getting in the way. Media planning is through MediaCom, and buying is handled by ZenithOptimedia.
Executions will include “Lightning”, where villagers look shocked at the sight of a lightning rod sticking out of the local church, and “Snowflake”, which shows an old lady prevented from taking her dog for a walk by an enormous weather symbol blocking her doorway.
It is the first television sponsorship the Masterfoods-owned brand has undertaken.