Sky Comedy and PEUGEOT partner for new channel launch  

The year-long channel sponsorship will aim to banish the boring from PEUGEOT  

PEUGEOT announces itself as the channel sponsor of Sky’s new eagerly-anticipated channel, Sky Comedy, from launch. The partnership is part of PEUGEOT’s wider 2020 campaign which aims to ‘banish the boring’ by engaging with its target audience of affluent families and couples with a liberal mindset, every day. 

Steve Wass, Marketing Director at PEUGEOT, said, “This year we’re dedicated to delivering our simple message that we are ‘Unboring the Future’. What better way to show our true selves than to partner with a brand-new fresh and relatable TV channel? This is the perfect opportunity for us to showcase our brand with a new wave of excitement.” 

Live from 27th January, Sky Comedy will be the brand-new home of premium scripted US comedies from HBO, NBC and Showtime. Available in all Sky Homes, customers will have direct access to critically acclaimed Talk Shows, award-winning Scripted Comedies and binge-worthy hit Sitcoms.  The channel will broadcast shows such as The Tonight Show Starring Jimmy Fallon and The Late Late Show with James Corden. Additionally brand new comedies including The Righteous Gemstones, A.P.Bio and Miracle Workers, can also be watched first on Sky Comedy in the UK. There will be an extensive library of popular programmes, a combination of those on Sky for the first time or returning favourites. These shows include 30 Rock, Curb Your Enthusiasm, Parks and Recreation, Modern Family, Ballers and Insecure.  

The campaign coincides with a huge year for PEUGEOT, with the car brand in high gear launching 12 new vehicles over the next 12 months. This year-long campaign with Sky Media aims to challenge outdated perceptions of the brand by ensuring a consistent message is delivered to drivers. 

The sponsorship is part of an ambitious multi-platform year–long partnership across TV, VOD and Sky Go platforms. The impact of the campaign will be felt across the whole of PEUGEOT, including ‘unboring’ PEUGEOT Retailers with the integration of Sky Comedy branding, merchandise and experientials across its network of 183 Retailers.  

Dan Morrissey, Head of Sponsorship Activation at Sky Media, said, “We’re delighted to have PEUGEOT onboard as sponsors of Sky Comedy from launch. With the brand’s focus on “Unboring the Future”, aligning with Sky Comedy and its portfolio of critically acclaimed content makes perfect sense. From idents on screen to partnership amplification across PEUGEOT’s retail network, Sky PEUGEOT, Mediacom and Havas will be working in unison across 2020 to deliver a truly unboring partnership.” 

Steve Wass, Marketing Director at PEUGEOT, said “The automotive industry is on the verge of a revolution. The future is all about getting from A to B efficiently, we could end up trading enjoyable driving for a robotic approach. However, at PEUGEOT we won’t let this happen. We’re fully committed to challenging perceptions and Sky is helping through this exciting partnership.” 

The campaign will launch with PEUGEOT sponsorship idents live for the first time on the 27th January and will run across TV and Sky’s VOD platforms. The sponsorship between Sky Media and PEUGEOT is brokered by Mediacom, with creative execution by Havas. The digital activity will be delivered by Adylic and social artwork created by 33 Seconds.