DFS has launched a fresh set of sponsorship idents for ITV's latest series of Dancing on Ice, designed by retail marketing agency, gratterpalm.
This year's Dancing on Ice, which runs for 10 weeks from mid-January, features celebrities including Gareth Gates and Linda Lusardi. Gratterpalm, which was appointed to the task in December, has developed a set of 15, 10 and five- second idents, to be aired at the beginning and end of both the main two hour show and the later results show, and around both ends of the commercial breaks.
Gratterpalm developed a series of 15 and 10 second mini movies that start off looking like a professional ice dancing competition with beautiful skaters performing in front of a crowd.
As the skaters move round the rink, the camera pans out to see, either a family, a couple or a single person sitting on their sofa enjoying the performance. The people and sofas are actually on the ice right at the heart of the ice dance action, therefore giving them 'The Best Seat in the House'. The five-second end frame is an overhead shot of skaters dancing over a DFS logo on the ice.
Pete Camponi, Joint Creative Director, said: "Our brief was to build on the line DFS used last year - 'The Best Seats in the House' - but to make the idents more relevant to ice dance than previous years. It was also important to feature DFS product within the idents."
The project represents our first sponsorship ident work for DFS. We have worked with the furniture company for over a year on projects ranging from local and national press advertising, POS, recruitment advertising, TV, radio and direct mail.