Chester-headquartered MoneySuperMarket is to be the new sponsor of Film on 4 on Channel 4 following a deal brokered by 4Sales and MediaCom.
The 12-month multi-million-pound partnership starts today and will see MoneySuperMarket sponsor all films aired across Channel 4, E4, More4, All 4 and pre-9pm on Film4.
The brand’s sponsorship idents, created by creative and marketing agency ENGINE, will be visible around 2260 films.
They feature the star of the brand’s new ad campaign, the Money Calm Bull, in a range of “high-jeopardy movie scenarios”.
Rupinder Downie, Brand Partnerships Leader at Channel 4, said: “This significant new partnership with MoneySuperMarket includes a fantastic line-up of some of the most popular and well-known movies, right across our portfolio and comes at a time when we are all staying in and watching TV together more. The Money Calm Bull (above) provides our viewers with a new cue that their favourite film is about to start!”
Mel Stonier, Head of Brand & Brand Communciations at MoneySuperMarket, added: “MoneySuperMarket is commitment to helping people reduce financial anxiety by saving money, we believe that when you’re Money Calm, everything else becomes a bit easier to deal with, and our Money Calm Bull epitomises that – he remains unflappable whatever life throws at him.
“The partnership with Channel 4 will really bring to life the cool-headedness of the Money Calm Bull for the nation as we settle down to watch our favourite films.”
A MediaCom spokesperson said: “With the launch of the Money Calm Bull we want to find the perfect context to help illustrate the calmness and peace of mind that can be found by getting your bills under control.
“Positioning the totally unflappable Money Calm Bull up against the drama, emotions and adrenaline of the nations most loved films felt like the perfect partnership.”