Diet Coke has created a series of idents starring a fashionista puppet as part of its sponsorship of the third series of the award-winning comedy, Ugly Betty, on Channel 4 and E4.
The work, produced by Mother, features a marionette style puppet called Eleanor who is “a stylish, sassy, sophicated puppet who pulls her own strings.”
To complement the fashion based setting of Ugly Betty, each ident centres around fashion and how style can be shaped to express individuality.
Eleanor is showcased “taking control of her own puppet strings,” enabling her to turn her back on what society dictates and channel her signature style in her own unique way.
In one execution she uses her jewel-encrusted industrial welding torch to customise an extravagant couture dress, in another she burns a hole in a hat and fashions it as a scarf.
The sponsorship will consist of idents across all transmissions of the show on Channel 4, E4 and Channel 4’s PC VOD service, channel4.com/catchup
Diet Coke will also have branding on Channel 4’s ‘Ugly Betty’ website which will link through to a bespoke microsite on cokezone.co.uk.
The ABC Studios production, which will broadcast from June, sees Betty Suarez (America Ferrera) returning from her round-the-world trip and making some big decisions about what to do with her life and which man to do it with.
See the ‘Dress’ ident by playing it below.