118 118 sponsors Lost on Sky One

Marketing 07-Feb-07

Directory enquiries service 118118 has unveiled a series of 30 humorous idents for its sponsorship of Lost, following the show's move from Channel 4 to Sky One.

The idents, created by WCRS, can be seen from this Saturday when the hit
US drama returns for a third series. The work features the two 118 118
'runners' stranded on a beach in the aftermath of a plane crash,

mirroring the premise of the series.

The executions, which show the pair being helped out by the products and
services found on the 118 118 website, use the line 'You're never lost
with 118118.com'.

118 118's sponsorship of Lost and Five's new series of Prison Break are
the first time it has backed specific shows. The Lost tie-up, worth
£450,000, was negotiated by Naked Communications and OMD UK.