Imperial Leather has revealed the idents for its TV sponsorship deal with Sky Living, which will see the toiletries brand promoted around shows such as The Blacklist, Criminal Minds, Grey’s Anatomy and Elementary.
Created by TBWA\Manchester, the 15 second ‘Butler’ and ‘Toe’ idents will go live from 3 October.
“TBWA\Manchester have succeeded in creating idents with the same light humour as the current campaign, whilst retaining its aesthetic values. We believe this sponsorship will help to create lasting quality associations for the brand,” said Michelle McQuillin at PZ Cussons, owner of the Imperial Leather brand.
As one of the brands that coined the term ‘soaps’ through advertising investment in TV drama during the 1950s, the idents look to provide humour, with a touch of drama to complement the sponsorship subject matter.
“We are proud to have created not only a totally new direction for Imperial Leather with the Wash Posh campaign, but also to bring it back to a media vehicle that has previously had such positive associations for the brand,” added Fergus McCallum, CEO at TBWA\Manchester.