Honda returns to Channel 4 to sponsor Film on 4

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1 March 2016

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4 Sales today announced that Honda is to sponsor the network film on 4, returning to Channel 4 in a major new partnership with the Japanese car manufacturer. Honda previously sponsored Documentaries on 4.

The partnership launches on Tuesday 1st March whilst the first Saturday film carrying Honda’s sponsorship idents will be The Bourne Legacy at 9pm on Saturday 5th March. The partnership marks a return to TV sponsorship for Honda having previously sponsored Documentaries on 4. The sponsorship idents will be visible across all films on Channel 4, E4 and More4. They will also be shown across all films on Film4 with the exception of the 9pm and 11pm films.

The 15” intro ident depicts a motorbike, a Honda NSX sports car, a jet engine and two racing cars revving their engines on a deserted stretch of road. A robotic sounding voiceover counts down from ten to one before announcing ‘Films on Four sponsored by Honda’. A 10” and 5” ident have also been created for the partnership.

Honda will also co-create a series of original Shorts to be released on All 4 each year. Further details on the Shorts series will be released later in the year.

Rob Ramsey, Partnership Leader at Channel 4 said: “It’s been great to work with Honda again for this brand new partnership deal that involves both traditional sponsorship and original content. Honda is a huge brand and Film on 4 is a fantastic platform for them, offering a line-up of some of the most popular and well known movies that will be shown across our channels.”

Philip Crossman, Honda UK Managing Director commented “We are delighted to be working with Film on 4, it’s a great opportunity to showcase our brand to film fans of all ages. The Honda brand has a great story to tell and we hope that our mini films will encourage viewers to learn a little more about us; whether they are interested in cars, bikes, lawn mowers, generators, ATV’s or even a Jet – we have something for everyone.”

Robbie Ashcroft, Account Director, at Dentsu Aegis Network’s content division The Story Lab said: “We firmly believe in the power of developing deeper, lasting partnerships for our clients. Honda and Channel 4 have always felt like a natural fit culturally. This partnership has the potential to add real value to the viewer experience. It’s about two great brands coming together to showcase some of the best entertainment in the world in a unique way.”

The creative behind the partnership has been driven by 4 Sales’ in-house creative strategy PL4Y. This new integrated creative approach builds on 4 Sales’ industry leading reputation for innovative, creative solutions including holistic brand partnerships, working with Channel 4 talent and programme brands and access to Channel 4’s unique audience insight and first party viewer data.

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Notes to Editors:

About Honda

Honda (UK) is a wholly-owned subsidiary of Honda (Japan).

One of the top 20 brands in the world, Honda manufacturers a broad product range encompassing cars, motorcycles, power equipment (including marine, energy, lawn and garden and ATV) and aviation and was the first Japanese automobile manufacturer to release a dedicated luxury brand, Acura, in 1986.

Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year.

Since 1986, Honda has been involved with artificial intelligence/robotics research and released their ASIMO robot in 2000. Honda has also ventured into aerospace with the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet, which began production in 2012.

Honda has over 55 years of World Championship Racing. Today, Honda is an active participant in Formula One, motorcycle, touring car and ATV racing and draws upon its proud racing heritage in every aspect of business.

About The Story Lab

The Story Lab is the global content and entertainment division of the Dentsu Aegis Network. Working with brands across the group, we create powerful content solutions that help brands tell their story, gain cultural traction and drive true business value.

The Story Lab was launched to help brands reach and deepen their connections with consumers in a world where the points of connection, engagement and transaction are converging around content. Being at the heart of a media network means that we can marry the art of great story telling with the science of consumer behaviour and media convergence. The Story Lab empowers brands to meaningfully break through today’s competitive media landscape and move beyond the category and into the culture.

The Story Lab UK team is comprised of 46 people with multi-disciplinary talent that includes content & media partnership specialists who create, curate, negotiate and manage integrated solutions for brands with content across all consumer touch points.

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Honda returns to Channel 4 to sponsor Film on 4

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