Channel 4 Signs New Sponsorship Deal With Direct Line

Channel 4 has signed a new sponsorship deal with Direct Line for its network film package - Film on 4.

The deal, brokered by 4Sales and MediaCom, will see the insurance company exclusively sponsor all films on Channel 4, E4, More 4 and Film4 (up to 9pm). The partnership covers over two thousand movies and will see Direct Line’s idents appear around a series of films including premieres of T2 Trainspotting, Patriots Day, Moonlight, Ice Age Collision Course as well as classics such as Men in Black, Home Alone and Mrs Doubtfire, throughout the year.

Saatchi & Saatchi London and award-winning director Daniel Kleinman, who has designed several title sequences for the James Bond films, have created the sponsorship idents for Direct Line. The 15 second, 10 second and 5 second spots imagine Direct Line call centre staff dealing with a series of extreme insurance claims inspired by the damage caused in hit movies.

In addition, themed sets of idents have been produced especially for four blockbuster films which will air on Channel 4. These idents have been matched to specific scenes in the films and depict what would happen if the protagonist took time out of the situation to put a call in to Direct Line. These special idents will play out during the ad break closest to when the scene airs.

The sponsorship and idents launch on Tuesday 18th June at 11am on Film4.

Direct Line previously sponsored Channel 4’s Homes on 4 in 2004 and 2005.