Littlewoods Rolls Out Sponsorship Idents for British Soap Awards

Littlewoods brought in th1ng, the award winning mixed media and animation studio, to create and produce a series of sponsorship idents for the 11th British Soap Awards.

The TV campaign comprises 7 x 10sec quirky-humored idents that reflect key moments in British soaps.

The idents, directed by Stuart Fryer, feature a host of Littlewoods impersonated products caught in some of the British soaps' most classic dialogues.

Some of the animated characters include Henry the Hoover, electric toothbrush or animated clothing.

The Littlewoods products were given life by two puppeteers (Zippy and George) from the kids TV series Rainbow briefed to get as much character into the animation as possible.

Each ident carries a different simple theme.

th1ng was involved in the whole production process through to post production with all work carried out in-house.

The Littlewoods idents were designed to be funny and intelligent and in sync with the sponsored event.

The idea was to carry a high degree of brand recognition.

The idents conclude with a strapline "Little dramas by Littlewoods.com"

"Programme sponsorship has been around for a while but it is only recently that its full advertising potential is being realized," said Mark Farringdon, th1ng's producer.

This project involved a great deal of quirky humor but also an experienced directing ability as there was a very short turnaround involved."