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A new, integrated TV campaign devised by <\/span>VCCP<\/b> for <\/span>cinch<\/b>, the UK\u2019s fastest-growing online car marketplace, premieres tomorrow night, Saturday 12 February, supporting the brand\u2019s sponsorship of ITV\u2019s new talent show \u2018Starstruck\u2019.<\/span><\/p>\nCovering sponsorship idents on both broadcast and catch up, as well as licensing, digital and social, the work will put a distinctly cinch mark on ITV\u2019s new Saturday night format that will have the nation singing their hearts out.<\/span><\/p>\nHosted by Olly Murs, \u2018Starstruck\u2019 will see ordinary members of the public with an exceptional talent, team up to transform into some of the world\u2019s biggest music icons, including Freddie Mercury, Ariana Grande, Lionel Richie and Lady Gaga. The star-studded judging panel includes award winning singer and actress Sheridan Smith, Queen frontman Adam Lambert, comedian Jason Manford and the UK\u2019s leading soulstress and musical theatre star Beverley Knight.<\/span><\/p>\nThe sponsorship idents, fronted by cinch\u2019s much-loved ambassador Rylan, will premiere this weekend, and play on the format of the \u2018Starstruck\u2019 programme itself where people with extraordinary talents go head-to-head to not just nail, but absolutely cinch their performance. Aptly labelled as the \u2018cinch off,\u2019 the idents will top and tail the ad breaks, featuring drivers in parked cars passionately belting out ballads, trying to \u2018out-cinch\u2019 each other as they put their behind-the-wheel singing voices to the test. The hero 10\u201d ident features a middle-aged man, passionately singing his heart out to the iconic power ballad \u2018Wrecking Ball\u2019 by Miley Cyrus, as two somewhat shocked passengers in the car next to him watch on. And to make sure a car journey\u2019s favourite companion gets a look-in, there\u2019s even a singing dog!<\/span><\/p>\nIn addition to the idents, cinch’s through-the-line approach to sponsorship includes an additional competition spot with a car valued at up to \u00a330,000 as the prize, and a creator-led activation on the brand\u2019s TikTok channel @cinchuk. Activity from TikTok creators includes Drag Race star <\/span>Tia Kofi, <\/span>TikTok icon <\/span>David Larbi <\/span>and musician <\/span>Izzi De Rosa <\/span>will bring the songs from cinch\u2019s idents to life by cinching their own in-car performances.<\/span><\/p>\nAmy Townsend, Senior Marketing Director at cinch <\/b>said: \u201c<\/span>We\u2019re really excited to be working with ITV as the launch sponsor of Starstruck. The programme will celebrate the moments when the ordinary becomes extraordinary \u2013 or as we call \u201ccinching it.\u201d This broadcast sponsorship is our biggest yet: activating across TV, TikTok and even giving one lucky viewer the chance to win a car from cinch, the biggest range of cars available to buy entirely online. VCCP has <\/span><\/i><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n