The Drum Awards for Marketing - Extended Deadline

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By Jessica Davies, News Editor

December 23, 2013 | 1 min read

Lexus will replace Nokia as Channel 4’s sponsor of its drama genre from January in a seven-figure deal.

The year-long deal marks the luxury car brand’s first UK broadcast sponsorship on terrestrial TV, and will see it take over all the idents that appear around Channel 4’s dramas throughout 2014 as part of its Amazing in Motion global brand campaign (video above).

The ads, created by CHI & Partners, will run around the broadcaster’s new range of shows which kick off in the new year, including Hostages starring Toni Collette and Dylan McDermott, comedy drama Babylon directed by Danny Boyle, and the second series of hit drama Utopia.

'Swarm' is the second project in Lexus' ongoing global campaign Amazing in Motion, aimed at engaging people with the "imagination, emotion and innovation" which are core to the car marque's brand identity.

Nokia Lexus Channel 4

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