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By Imogen Watson, Senior reporter

January 27, 2020 | 2 min read

As part of Peugeot's wider 2020 campaign to convince drivers it's not boring, the car manufacturer is to sponsor Sky Comedy - a new TV channel that goes live from today (27 January).

Sky Comedy is Sky's first full-time comedy station since it closed The Comedy Channel in 1992. It will broadcast shows from HBO, NBC and Showtime.

The campaign is part of a year-long deal with Sky Media, which aims to reimagine how the car manufacturer is perceived by drivers and convince them it is not a boring brand. The multi-platform partnership will cover TV, video-on-demand and Sky Go platforms.

"This year we're dedicated to delivering our simple message that we are 'Unboring the Future," explained Peugeot's marketing director, Steve Wass. "What better way to show our true selves than to partners with a brand-new fresh and relatable TV channel? This is the perfect opportunity for us to showcase our brand with a new wave of excitement," he continued.

The 'Unboring the Future' idents show various boring scenes, like washing machines, a lone, forgotten suitcase making its way around an airport conveyer and dull, paper orientated office jobs. Across the tedious scenes, the word 'boring' shoots up, before the scene changes to a cool shot of a Peugeot cruising along, to show how Peugeot is 'unboring your TV.'

The idents will go live across TV and Sky's video-on-demand platform. The partnership will also materialise into Peugeot 183 UK retailers, with the integration of Sky Comedy branding, merchanise and experientials.

On its partnership with Peugeot, Dan Morrisey, head of sponsorship activation at Sky Media, said: “We’re delighted to have Peugeot onboard as sponsors of Sky Comedy from launch. With the brand’s focus on “Unboring the Future”, aligning with Sky Comedy and its portfolio of critically acclaimed content makes perfect sense. From idents on screen to partnership amplification across Peugot’s retail network, Sky Peugeot, Mediacom and Havas will be working in unison across 2020 to deliver a truly unboring partnership.”

The sponsorship between Sky Media and Peugeot is brokered by MediaCom, with creative execution by Havas. The digital activity will be delivered by Adylic and social artwork created by 33 Seconds.

Peugeot Sky Marketing

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