Aquafresh to sponsor new ITV1 peak time show, Fool Britannia

ITV Commercial has today announced that AQUAFRESH, one of the world's leading toothpaste brands owned by GlaxoSmithKline, is the sponsor of the upcoming Saturday night peak time show, Fool Britannia with Dom Joly.

The fully integrated sponsorship package was negotiated by ITV Commercial and Mediacom on behalf of GlaxoSmithKline. The package includes broadcast, online and mobile and kicks off later in the autumn.

Fool Britannia, an ITV Studios production, turns the UK into Dom Joly's very own prank playground, poking fun at what it means to be British by unleashing a host of hilarious new characters and pranks. From our confusion with modern rules, our passion for queuing or our inability to complain, Dom Joly's colourful array of characters are set to shock, surprise and shine a light on the comedy state of the nation.

Merging our nation's infectious ability to make fun of itself, says ITV Commercial, together with Dom Joly's unique talents, Fool Britannia is a distinctive new comedy series filled with memorable characters and new catchphrases which are guaranteed to provide hilarious results.

Paul Gandolfi, Sponsorship Manager, ITV said: "It is fantastic to see Dom Joly back on our screens, doing what he does best in this fast-paced comedy show. Fool Britannia is primed to entertain families all over Britain and we are delighted to have AQUAFRESH on board as the sponsor of the programme as we believe it will be an ideal platform for the brand to engage with their target audience".

Lesley Stonier, AQUAFRESH Senior Brand Manager said: "We are delighted to be sponsoring the exciting new ITV property Fool Britannia. The sponsorship is a great brand fit for AQUAFRESH due to our reputation as great tasting toothpaste enjoyed by all the family and our iconic red, white and blue stripes delivering a true sense of Britishness! It also offers the perfect, prime time platform for us to connect with our target audience and we are proud to be partnering with Fool Britannia to deliver a taste of British family fun to the nation on a Saturday night".

Chris Fuller, Head of Broadcast Sponsorship, Mediacom was equally upbeat: "Fool Britannia really jumped out as a great opportunity for AQUAFRESH. It's an exciting new format that fulfils exactly what we were looking for in terms of tone and time of year and crucially it's in one of the best shared family viewing slots available on TV".

The sponsorship idents will be created by TBWA.