Toyota lined up to sponsor ITV's faded popstar talent show

by Staff, Brand Republic 30-Mar-05, 15:55

LONDON - Toyota Verso is to sponsor ITV's new Saturday night entertainment show 'Hit Me Baby One More Time', which reunites faded popstars, including Belinda Carlisle, to perform the songs that once made them famous.

The creative for the sponsorship breaks is being produced by Saatchi & Saatchi and will feature 70s pop singer Leo Sayer.

The deal was negotiated by Alliance, ZenithOptimedia's sponsorship division on behalf of Toyota and ITV Sales.

'Hit Me Baby One More Time' is being presented by T4 and 'Boys and Girls' host Vernon Kay and the line-up includes Gloria Gaynor, Shakin' Stevens, Haddaway and Carlisle, who also starred in ITV's 'Hell's Kitchen'.

Each week they will compete and the singer with the most votes goes through to a grand final at the end of the series.

Matt Harrison, marketing director at Toyota GB, said: "'Hit Me Baby One More Time allows us to showcase our seven-seat Verso at a time when the whole family are watching."

The six-week series kicks off this weekend from 5.45pm.

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