Smile, the new internet banking service from the Co-operative Bank,
is to sponsor this Saturday’s British Comedy Awards as part of a
three-year deal with the ITV Network. The sponsorship is the first by an
internet company on ITV and forms the basis for a wider marketing
campaign for Smile by Partners BDDH. The agency has produced a series of
break bumpers for the Awards programme, showing a variety of individuals
with different expressions. Each image is shown for a few seconds before
a smile moves up the screen to cover their mouths. Smile is using the
sponsorship to help remove negative associations of traditional banking.
The Awards programme, to be screened live at 9pm across all ITV regions,
is hosted by Jonathan Ross.