Mercedes-Benz sponsors movies on Great! TV
October 10, 2025
Mercedes-Benz Vans UK has signed a deal to sponsor movies across the Great! network of TV channels in a new 12-month deal beginning this October.
The sponsorship will showcase the Mercedes-Benz Sprinter range alongside movies shown across the Great! channels – airing on Freeview, Sky, and Virgin Media – in a partnership led by Sky Media and OMD UK, Mercedes-Benz’s media agency. OMD UK sourced and developed the partnership with fellow Omnicom agency RAPP, who delivered the creative idents. The sponsorships deal spans Great! Mystery, Great! Action, Great! Romance and Great! Christmas channels, which reach an audience of 18 million viewers.
The sponsorship’s creative is designed to match the genres of the Great! channels, and celebrates the unsung heroes of film production. Each 10-second ident spotlights a film crew member – from lighting and sound to wardrobe and make-up – before doors open to reveal they’ve been working inside the Mercedes-Benz Sprinter all along. Each execution closes with the line: “Mercedes-Benz Sprinter – opening doors for [crew role]”.
The deal marks the first major sponsorship since the relaunch of the Great! channels in September.
Iain Forsyth, Managing Director at Mercedes-Benz Vans UK, commented: “Since its launch 30 years ago this year, the Sprinter has not just been about defining an entire class of commercial vehicles, but about supporting real people working hard at their day-to-day jobs and keeping businesses moving. These idents bring that story to life in a fresh and playful way, highlighting the behind-the-scenes talent that makes movies possible. Partnering with Great! gives us the perfect platform to showcase the Sprinter’s versatility and reliability to a broad UK audience.”
Henry Lewis, Managing Partner & Head of OMD Create, OMD, said: “This campaign cleverly showcases the Sprinter’s practical versatility and charm, celebrating behind-the-scenes heroes with playful, culturally relevant idents. Delivered alongside movies on Great!’s revitalised channel mix, it enables access to a high reaching audience in times and spaces that resonate the best with them.”
Fateha Begum, Commercial Director, Narrative Entertainment, added: “We’ve relaunched the Great! network with a new brand identity and stronger content, and this partnership with Mercedes-Benz Vans UK demonstrates the value of our proposition – the Great! network is a place where premium brands can reach high-value viewers. We’re proud to bring such creative and engaging sponsorships to our audiences.”
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