NF500 / terrestrial tv

London-based creative agency Duke.tv has been commissioned by UK terrestrial TV channel Five to create a unique on-air sponsorship campaign for the launch of the Fiat 500.

The campaign is for a remarkable deal, the first of its kind in UK terrestrial broadcasting history, which will see Fiat sponsor the channel for an entire evening, timed to coincide with the launch of the Fiat 500. If you need telling WHEN this will be happening you’ve just not been paying attention. 500 hours into the New Year of course, 21st January at 8pm.

Duke.tv have directed and produced a full scale campaign for the evening, including 10” and 20” countdown teaser spots featuring the Fiat 500 speedometer which will appear on Five every evening until launch.

For the launch evening itself Duke.tv created an integrated 25” Five ident and Fiat sponsorship sequence to be shown before each and every show transmitted after 8pm, and a series of 0.5” ad break flashes which will appear between every commercial in every break. This really is full on stuff!

The overall creative concept behind the ident and sponsorship sequence is that the Fiat 500 and Five ‘brighten up your life’. The piece opens on a lifeless empty car park, when the Fiat 500 drives into the scene and halogen lights spontaneously burst into broad strokes of colour. The car multiplies as it playfully zips around the car park.

Read more at Creative Match.