Crossroads, the erstwhile TV soap beloved by connoisseurs of the crass, is to be disinterred on March 5 by ITV broadcaster Carlton Television. In a deal worth “several millions”, the resurrection will be sponsored, “at least until the end of the year”, by Lever Fabergé detergent brand Surf.

Carlton’s director of sponsorship David Prosser recited from his script: “We are delighted that Surf, as a major brand, has seized this opportunity to reach housewives by associating with the new Crossroads. We know that TV sponsorship produces a variety of different communication benefits for our clients and it only just beginning to be recognised that product sales is one of these."

Surf’s agency, Lowe Lintas & Partners, is responsible for producing the sponsorship’s creative concepts.

News Source: CampaignLive (UK)