Baylis & Harding has announced it is to sponsor ITV1’s revival of Surprise Surprise which is returning to prime time television on Sunday 21 October. Hosted by Holly Willoughby the series will run for six weeks and gives deserving members of the public the biggest surprises of their lives.
The sponsorship is the brands first move into TV advertising, as part of the deal Baylis & Harding has produced four different vignettes under the theme campaign of ‘Loving Life’s Little Surprises’. Each interstitial will highlight a different product and feature central character Chloe and her family.
The idents have been produced by JACK Creative Production and were directed by Tom Bryant and written by Ed Pettit. The deal was brokered on behalf of Baylis & Harding by John Ayling & Associates. The TV advertising will be supported by additional marketing activity including an intensive PR campaign to highlight Baylis & Harding’s new Beautycology range, which launches for Christmas.
Creative director and co-ower of Baylis & Harding, Tania Fossey, commented: “We have wanted to advertise on TV for some time and felt this was the ideal opportunity to take that first step. We all grew up loving Surprise Surprise and the warmth and emotion of this ‘feel-good’ programme are a great reflection of our own brand ideals.
“Our wide range of products has appeal across the board with both young and old and the audience statistics seemed a great fit with our own. If that wasn’t enough, the timing of the show means we will be front of mind for people who are pulling together their Christmas lists.”
Daryl Leigh, key account manager, ITV, said: “We are delighted to be partnering with Baylis & Harding for their first TV sponsorship. Surprise Surprise is an iconic show and we feel there is great synergy between the two brands.”