Diageo rum brand Captain Morgan will celebrate International Talk Like a Pirate Day through an ad campaign on UKTV, a deal which also marks its first TV sponsorship deal.
The agreement was brokered by Channel 4 Sales and Carat, and sponsorship idents – created by The Outfit - will run after 9pm on UKTV’s Dave channel during shows including Dave Gorman Moder Life is Goodish, QI XL, 8 Out Of 10 Cats and Mock The Week.
In addition, the Diageo brand will run a series of ads on 19 September to mark ‘International Talk Like A Pirate Day’ and build up to the event with a two-week competition offering viewers a trip to Greece.
Samantha Newby, head of Captain Morgan Western Europe, said: “Dave is a perfect ‘first mate’ partnership for Captain Morgan as both brands believe in using their ingenious wit to defy conventions, to connect with and to entertain a male LDA+ audience.”
Angus Mitchel, agency principal at Channel 4, added: “We have a fantastic history of creating innovative ads with Diageo and are pleased to continue the relationship with this brand new partnership with Captain Morgan – a great example of how we can align advertisers with like-minded popular brands like Dave.”
The four-month partnership launches tonight (1 September).