LV= signs sponsorship for Jekyll & Hyde on ITV

LV=: idents by The Light Side
LV=: idents by The Light Side

LV=, the insurance, investment and retirement group, is to sponsor Jekyll & Hyde, the new ITV drama starring Tom Bateman, Richard E Grant and Natalie Gumede.

The deal was brokered by The Story Lab and Carat.

The 12 idents, which were created by The Light Side, have a 30s feel, with a modern twist at the end.

They are accompanied by a new version of Have Love, Will Travel, which has been used in LV=’s advertising since 2007. The idents will promote LV=’s car, motorbike, home, travel and life-insurance products.

The ten-part action adventure series is inspired by Strange Case Of Dr Jekyll And Mr Hyde by Robert Louis Stevenson. It was written and executive produced by the actor Charlie Higson.

Guy Hedger, the marketing director at LV=, said: "We are always looking for innovative ways to reach consumers and this sponsorship fits with our aspirations perfectly.

"This activity enables us to get our branding into primetime and a large audience. We are particularly pleased that the creative in the idents reflects the look and feel of the show, which we hope viewers will like."

The show starts at 6.30pm on 25 October.

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