Sheffield-based creative agency, Über, is once again working with Tombola Arcade on its ‘I’m A Celebrity Get Me Out of Here’ 2018 sponsorship. For this year’s much-anticipated show, it will deliver the largest-ever campaign of its type, with more than 80 ident videos running throughout the series.
Tombola secured the sought-after multi-year sponsorship deal for I’m A Celebrity in 2017, which in its last series attracted over 10 million UK viewers.
Über will build on last year’s award-winning campaign with three new insect characters and celebrity voiceovers, including the former Queen of the Jungle, Scarlett Moffatt, and Inbetweeners star, Blake Harrison. It will also significantly expand the narrative with 26 additional idents, taking the total to more than 80.
The idents will follow an overarching storyline, with a host of CGI critters embodying the classic stereotypes of the show’s TV personalities. Capitalising on the love story between Caterpillar and Butterfly viewers will be able to vote on the outcome of the relationship and the either an “ON” or “OFF” outcome will played out during the Celeb final.
Greg Clark, Managing Director at Über Agency said: “We have worked with Tombola for many years and the I’m A Celebrity sponsorship is definitely one of our favourite projects to work on.
“Once again, we’ve invested heavily in developing unique characters, and like last year, we’re confident our storyline and subplots will keep viewers engaged and rushing back to their sofas. However, this time, we’ve gone bigger than before, and we’re confident this is one of the largest ident campaigns ever done in the UK.
“Building on last year’s success was a no-brainer; there was so much more we could have done with the characters, and it was difficult to stop at 80 idents!”
Dawn-Elizabeth Howe Head of Marketing at tombola said: “This is a huge sponsorship deal for us, so it’s absolutely key we have a fun, entertaining and on-brand campaign that resonates not only with our players on tombola, but the I’m A Celebrity fan base. After the reception from last year’s idents, we were all excited to see how Über would top it for this year, and they’ve absolutely done it. We hope viewers will enjoy the idents nearly as much as the show itself!”