Continental Sponsors Paul Merton TV Series

Continental Tyres are sponsoring Channel 5’s new Paul Merton in India series, which started on 8 October. Following on from the successful series on China, Paul tours India exploring many areas and aspects of the country’s culture. Media agency PHWT worked with Continental to create a number of sponsorship idents that will run throughout each programme in the series. These focus solely on the Continental tyre which rolls across the screen creating a continuous orange line. The tyre always stays in a straight line, whilst the line constantly changes shape to form iconic landmarks from across the globe.

PHWT Director, Mick Stoves said: “Our challenge was to bring to life Continental’s brand attributes of being best in braking and tyre safety in an engaging way and to make the link between safe driving and travel. Our simple yet effective approach is one which we know works with busy consumers who may only be interested in tyres when they need to replace them.”

Tim Bailey, Advertising Manager at Continental, said: “The new sponsorship idents from PHWT really accelerate our proposition of Continental Tyres being at the forefront of tyre safety, stopping and braking. They were created and produced in double quick time by the team and we are delighted with the results.”