[Brekkie]

We probably see sponsors less integrated with programme presentation than we did at one point with the likes of Tellytots, the 90s This Morning titles and others, although we do now see talent used in shows sponsor ads in a way they previously weren't permitted to be. One thing in the US at least that seems to be going full circle is the soaps. The planned new CBS soap The Gates is being funded by in part at least by Proctor & Gamble.


As for this campaign I do think though as they are now quite commonly used these continuity based adverts don't stand out quite as much as they once did, but do still stand out more than a standard advert. Apparently B&Q have been running a new ad campaign across all channels in recent weeks and I can't say I noticed it.