Channel 4 Sales has announced that Genesis, the Korean premium car brand with the luxury experience, will sponsor film programming across Channel 4. Starting immediately, this year long deal will incorporate sponsorship of film programming across linear and streaming.

The sponsorship idents, created by Innocean, will be shown across Channel 4, E4, More4 and Film4 (pre 9 pm). Featuring the Electrified GV70, the brands’s flagship SUV.

A Man called Otto and The Menu are amongst the films which will be sponsored via this first-time partnership and reiterate the brand’s focus on quality, gaining new perspectives and speaking to its audience. This partnership, led by Havas, through its partnership specialist Havas Play, between Channel 4 and Genesis aims to build awareness for this Korean brand within the UK.  This deal will also include licensing and Ad pause elements.

Rupinder Downie, Content Solutions Leader at Channel 4, commented: “Genesis embraces creation and discovery which is a natural fit for the films shown across our platforms. We’re thrilled to partner with this premium brand for the first time as it looks to increase its presence within the UK and utilise Channel 4’s reach.”

Jonny Miller, Brand Director for Genesis Motor UK, said: “The partnership with Channel 4 is the perfect platform for Genesis to showcase both our design-driven performance products and the luxury customer experience we strive for.  Having launched the brand just over four years ago into the UK market, now is the time for us to work with a trusted brand with an engaged audience to further drive awareness of Genesis.”

Karl Newman, Managing Partner at Havas Play, added: “Channel 4 delivers scale, credibility and cultural relevance, making it the perfect partner to support Genesis as it builds awareness in the UK. By placing the brand directly into the heart of UK film conversation, we’ll showcase how brand and broadcaster collaboration can drive meaningful

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Tags: advertising, Channel 4, movies