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Vax invests in seven-figure Channel 4 TV sponsorship

Vax has launched its ‘biggest ever’ TV sponsorship campaign in a move which will see the brand gain traction on several channels.

The one-year partnership, negotiated by MediaCom Manchester and Channel 4 Sales, will see the hoover brand sponsor Dream Homes programming on UKTV channels Home and Really, in addition to Channel 4’s One Born Every Minute and online shortform video One Born Every Minute: The Dads.

Call the Midwife star Miranda Hart provided the voiceover for the idents which will be visible on property titles including; Escape to the Country, A Place in the Sun: Home or Away, Celebrity Fantasy Homes and First Homes.

The creative, developed by the Brooklyn Brothers, will inform viewers that how Vax can help clean up the messes created by families in the home.

Liz Cope, vice president of global marketing at Vax, said: “As Britain’s leading floorcare brand, we’re proud to be changing the way people clean their homes with products that are quicker, lighter, easier and more efficient to use than ever before.

“This partnership with Channel 4 gives us a perfect opportunity to introduce even more UK families to our unique range of vacuums, carpet washers, steam cleaners and pressure washers. And with Miranda Hart’s vocal talents bringing a breath of fresh air to our advertising, we’re confident this campaign will prove to be our most successful yet.”

Charlotte Dearsley, associate director at MediaCom Manchester, added: “This is a fantastic partnership for both brand and broadcaster, demonstrating how sponsorship can be utilised to promote both brand messaging combined with a more tactical, product-led, contextual approach.”

The campaign will kick off Thursday 5 March across UK TV channels.