Sponsorship bumpers and interactive content, created by The Brooklyn Brothers, will be shown during movies such as Ray, The Constant Gardener and Miami Vice. The work will feature the directory enquiries company's strapline ‘Who you gonna call?'.
The package was negotiated by ITV's commercial team and OMD, which recently pitched to retain the broadcaster's media account.
118 118 also has a deal in place with Channel 4 for sponsorship of The Simpsons. The idents, which feature the brand's runner characters, take the theme of questions relating to the animated series.
In April, the Advertising Standards Authority (ASA) forced 118 118 to pull an ad
that stated: ‘Texting costs a standard network charge. First responses cost 60p. All sub-
sequent responses that day are free.' The ASA concluded this was ambiguous.
The brand's current TV ad features Ray Parker Jr singing a reworked version of the title song from Ghostbusters.
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