Kia Motors UK Ltd has announced a new partnership with Channel 5 and 5USA which will see some familiar faces from the previous brand ad. telling tongue-in-cheek anecdotes about dramas they have or would like to experience in their cars.

The series of idents will depict a range of driving dramas, ranging from driving through cardboard boxes to pretending to be on a stakeout.

The sponsorship launched yesterday in five, ten and fifteen second variations, and will continue alongside Channel 5's flagship drama shows.

The campaign will see the idents wrapped around popular US dramas including CSI, NCIS, The Mentalist, Castle and Law & Order. These popular primetime dramas attract high viewing figures, providing maximum exposure for Kia and its all-new Sorento, along with the Soul and Sportage.

The Kia brand logo will feature on all of Channel 5's trailers for these dramas; further increasing the carmaker's brand profile

"The success of the 'You make us make better cars' brand campaign allowed us to build on the creative, working with Channel 5 on their drama programming to provide us with a thrilling way to reach a new audience", said Mark Hopkins, Marketing Director at Kia. "We are delighted to be working with Channel 5, as both brands strive to offer consumers outstanding quality, and a unique, valuable consumer experience".

"We wanted to highlight how people are important to Kia and doing so in a fun way is a fantastic opportunity to move the brand forward. We liked the idea of contrasting the exciting world of US cop drama and with normal everyday drama of peoples lives", he continued.

The series of idents catch the viewer's attention, drawing them in to each individual's drama. "Using real people in spooky and tense situations felt like a powerful, creative format for the series of idents", said director Joanna Bailey of Bare Films. "Add to this some eerie shots of the car, and the fit of the films worked really well in line with the dramatic programming on Channel 5".

Kia's sponsorship of US drama on Channel 5 comes on the back of a strong ratings performance by Channel 5, which achieved its highest monthly viewing figures for almost six years in January.