Churchill to sponsor Animal Heroes

ITV Commercial today announced that Churchill Insurance will be the sponsor of the upcoming peak time show, Animal Heroes, which kicks off on Tuesday 4th June 2013 at 8pm on ITV.

The integrated package includes broadcast and online and was negotiated by ITV Commercial and MediaCom Beyond Advertising on behalf of Churchill Insurance. The sponsorship idents have been created and produced by ITN Productions in collaboration with WCRS who acted as creative consultants.

Animal Heroes is a three-part series following the animals that serve with British service men and women across the world. It closely follows The Royal Army Veterinary Corps (RAVC), a team of highly professional veterinary surgeons, handlers and nurses who dedicate their lives to the welfare of 1500 animals serving in the military. Animal Heroes is a Twenty Twenty production, produced by Chris Malone.

As part of Churchill’s sponsorship of Animal Heroes, ITN Productions, the commercial creative hub of ITN, has produced eight idents of five seconds, ten seconds or fifteen seconds. Filmed at Battersea Dogs Home, the idents see Churchill and a dog trainer put some clever canines through their paces on a dog assault and agility course. Whilst some perform well, others encounter stage fright or take a wrong turn. The idents are shot in a style that complements the warm, emotional and funny stories that viewers can expect from Animal Heroes itself.

Ryan Gardiner, Sponsorship Sales Manager at ITV, said: “We are delighted to welcome Churchill to ITV in their first sponsorship with the network. Animal Heroesis a great brand fit for Churchill, and we look forward to activating the partnership both on and off air.”

Amanda Walker, Marketing Director at Churchill, said: “The idents really create a sense of how hard the dogs in the show have to work, and is perfectly matched to the creative content. There is a subtle humour which shines through and which we hope the viewing audience will enjoy watching.”

Kelly Davis, Executive Producer at ITN Productions, said: “This is a creative that truly matches the property that the idents will appear alongside. The results of pairing the beloved Churchill dog with his real life counterparts are cute, warm and witty and will add to viewers’ enjoyment of Animal Heroes itself. Filming this on location at Battersea Dogs Home adds to the authenticity, which shines through in the creative execution.”