NEWS: BMP enlists stars for movies deal

BMP has created more than 40 15-second, ten-second and eight-second

idents for the sponsorship. Each credit sequence features a still

photograph of a famous star, including Burt Reynolds, Humphrey Bogart,

Audrey Hepburn, Vincent Price and Terry-Thomas.

The credits will be tailored to the type of movie being screened to

ensure a sympathetic fit between the film and the sponsorship message.

In each ident the movie star will be superimposed with a live-action

mouth, which is then shown eating Doritos. All the credits end with the

line: ‘ITV Movie Premiere in association with a packet of Doritos.’

Charlotte Carey, the marketing manager of Doritos, explained that the

sponsorship credits had been designed to reflect the Doritos brand. ‘The

funny, irreverent style of the credits fits perfectly with the brand’s

young, irreverent positioning,’ she said.

The idents were created by Richard Flintham and Andy McLeod and produced

by Anni Cullen, with the live-action shots for the mouths performed by

the comedian, John Thomson.

The sponsorship association - worth around pounds 4 million to ITV - was

signed last month in a deal negotiated between Walkers’ media buying

company, the Media Centre, and the ITV sales house, Carlton UK Sales.

Movies lined up to appear over the next year include Sleepless in

Seattle, Groundhog Day and Last Action Hero.

Carey said that the Movie Premiere was chosen because of the link

between snacking and an evening spent at home watching TV.

The two-year deal with Diet Coke ended in April.