Sure, the Lever Faberge deodorant brand, is using TV sponsorship for the first time with a six-figure deal to back ITV1 daytime show The Test. The programme, which debuts on July 19, aims to cure people of their personal fears. The fact that phobias often make people sweat provides a link to Sure's antiperspirant properties.
The 30-minute show will air each weekday and will be presented by TV psychologist Jeremy Milnes.
Each programme will focus on individuals whose lives have been blighted by their fears, such as claustrophobics. Experts will try to cure them so that they can lead normal lives.
Sponsorship credits are being created by Lowe & Partners. The deal was negotiated between Unilever's sponsorship agency, MGA Broadcasting, and ITV Sales.
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