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16th February, 2021

CitroŽn UK agrees partnership with UKTV's Dave

CitroŽn UK has announced a new two-year partnership with UKTVís Dave channel that sees the French brand sponsor Dave's primetime programmes from Monday, 15th February onwards.

The sponsorship will see CitroŽn feature in idents ranging from five to 15 seconds at the opening and close of each ad. break. The idents will tap into CitroŽnís heritage, showing an unmistakably French aesthetic, resembling a quaint French street, with a soundtrack to match, only for viewers to realise through the characters regional accents that the setting is actually quintessentially British.

Themes for the idents include "Le Cafť", which is centred around a traditional Parisian cafť named "LíAmour", as well as a florist, and "La Boulangerie", with all the look and feel of a traditional French bakery, but as with all the identsÖthere is a twist.

The idents highlight CitroŽn's new brand connection with the UK public, "The French Car that Speaks Your Language", and, by doing so, deliver messaging that is "Inspired by You" Ė meaning the UK public.

This brand messaging focus is a key component of the CitroŽn "Advance UK" plan introduced in 2020. "Advance UK" aims to strengthen CitroŽn's position across the UK with a new brand philosophy, new pricing strategy, new product launches and an enhanced retail network presence.

Showcasing the latest models in the CitroŽn range, the ident videos will feature New CitroŽn C4 and Ž-C4. New C4 and Ž-C4 were officially launched on 15th February, tying in nicely with the commencement of the partnership with Dave.

With New C4 and Ž-C4, CitroŽn is offering a segment first, a compact (C-Segment) family car that offers customers the choice of 100% electric, petrol or diesel powertrains, without having to compromise on practicality or design.

Eurig Druce, Managing Director of CitroŽn UK, said: "We are incredibly excited to announce our partnership with Dave. As one of the country's most popular channels, Dave provides its viewers with hours of entertaining programmes, and a great mix of much-loved classic shows and original productions. CitroŽn UK and Dave are a great fit, and the channel is a perfect place to host content in line with our new message of being "The French Car That Speaks Your Language". We are excited to work with Dave and cannot wait to see how viewers react to our new ident clips that will be featured across the channel".

Rupinder Downie, Brand Partnerships Leader at Channel 4, was equally upbeat: "We are delighted that we've been able to partner CitroŽn with UKTV and Dave in what is a truly innovative deal Ė marking the first time we've carried out a partnership of this scale with Dave. The brands prove a solid fit and the idents work seamlessly with some of the channel's most popular programmes".

CitroŽn UK's sponsorship will be active around some of Dave's most popular programmes, including Mel Giedroyc: Unforgivable, Hypothetical, Meet the Richardsons and Alan Davies: As Yet Untitled. The idents will be used on approximately 15 hours of programming each week, with an estimated 21 million viewers tuning into Dave over the course of a year.

The partnership also includes visible sponsorship across UKTV Play, UKTV's on-demand video service, as well as featuring on Dave podcasts and additional support on the comedic 30 second "I'm Dave" promotion.





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