Floorcare brand Vax has signed a seven-figure deal with Channel 4 to sponsor award-winning series ‘One Born Every Minute’ and UKTV’s Dream Homes programming strand throughout 2015.
TV star Miranda Hart has provided the voiceover for the sponsorship idents, which demonstrate how Vax ‘helps consumers reverse the messy consequences of everyday family life’. Products featured in the indents include the Vax Air Cordless Switch and Air Steerable vacuum cleaners, Steam Fresh Combi steam cleaner, Dual Power Max carpet washer and PowerWash 2200W pressure washer.
The one year combined sponsorship package comprises of Dream Homes programming strand across UKTV channels Home and Really; the new series of Channel 4’s award-winning ‘One Born Every Minute’, which returns to the small screen on Tuesday (March 10); plus the documentary’s first ever commissioned Shorts content ‘One Born Every Minute: The Dads’ which launches simultaneously on Channel 4’s digital Shorts platform. This is a six-part series of four minute episodes featuring three men in their 20s that offers an insight into the challenges and rewards of becoming a new dad.
Miranda Hart has provided the voiceover for the Vax branded sponsorship idents which will be visible around property titles including ‘Escape to the Country’, ‘A Place In The Sun: Home or Away’, ‘Celebrity Fantasy Homes’ and ‘First Homes’ as part of the Dream Homes programming strand. It launched on Thursday March 5 and runs to the end of February 2016.
Vax VP of global marketing Liz Cope said: “As Britain’s leading floorcare brand, we’re proud to be changing the way people clean their homes with products that are quicker, lighter, easier and more efficient to use than ever before. This partnership with Channel 4 gives us a perfect opportunity to introduce even more UK families to our unique range of vacuums, carpet washers, steam cleaners and pressure washers. And with Miranda Hart’s vocal talents bringing a breath of fresh air to our advertising, we’re confident this campaign will prove to be our most successful yet.”