to sponsor Next Top Model, the online fashion retailer, is to sponsor the Next Top Model series on Living, with idents created by Mother.


The TV sponsorship includes 10-second idents to be shown at the beginning, middle and end of each programme.

It covers the UK, American, Australia and Canada series, which will all air on Living in the UK during 2010, and will first appear during the American Next Top Model series from 18 January.

The creative sees a group of cats each with a distinct look and personality, living in a house, the same way the models live together during the show. The cats act out a series of “tongue-in-cheek” scenarios with voiceovers, which aim to capture the energy and spirit of the show.

The TV sponsorship is being supported by online advertising and online promotions across both Living’s website and

Nick Robertson, CEO of, says: “The Next Top Model series is a great fit for the Asos brand and television sponsorship will help further increase our brand awareness in the UK.”

The deal was brokered by Carat Sponsorship and ids, Living’s advertising saleshouse.

Asos previously sponsored America’s Next Top Model in 2007.

In a trading update in November, the fashion brand said it was planning marketing activity in 2010 to “further increase brand awareness in the UK” and further increase sales.

Marketing investment increased 4% to £4.1m in the six months to the end of September.



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