E4, in partnership with Suzuki Ignis’ media agency, the7stars, has announced All Star Driving School, a new series in which nine celebrity learner drivers attempt to ditch the L plates once and for all.
The 15 part series from Rumpus Media will see our famous faces join a specially created intensive driving school run by three fully qualified instructors. The celebrities will learn and take part in a series of core driving skills and challenges, all in the newly launched Suzuki Ignis. Providing how well they do, this may lead to forfeits or treats for our celebrity learner drivers.
The celebrities will also be putting in extra practice sessions and helped across the week by their friends and family who will also be there to rally them on the day of their practical driving test; hopefully the positive culmination of all their hard work on the road…
Amongst the famous faces getting behind the wheel of Suzuki’s Ignis will be Geordie Shore doyenne turned presenter Vicky Pattison, dancer, TV personality and former Pussycat Doll Kimberly Wyatt, Made in Chelsea’s Francis Boulle, Tattoo Fixers stars Sketch and Paisley, Geordie Shore regular Nathan Henry, The Vamps’ Connor Ball, First Dates waitress CiCi Coleman and Claudia Fragapane, Olympic Gymnast.
Jonny Rothery, Channel 4’s Commissioning Editor for Formats comments, “It doesn’t matter who you are – learning to drive will test you to the limit and celebrities are no exception, particularly if they have friends and family sat in the back seat.”
Iain Wimbush from Rumpus Media added, “Learning to drive – it’s a rite of passage that almost all of us can relate to and it’s one that even celebs can’t avoid. Let the botched hill starts, 10 point turns, and nerve shredding roundabout manoeuvres commence…’
Tammy Charnley, Suzuki’s General Manager, Marketing said: “Our new model, the Suzuki Ignis, is small and mighty but packed with personality. All Star Driving School is a great fit for the Ignis as it helps to demonstrate its capabilities whilst appealing to a younger audience who have a keen sense of adventure.
Rachel Courtney, Head of Partnerships – Supernova, the7stars said: ‘‘Suzuki are now renowned for their family friendly, entertaining approach to Marketing. Partnering with E4 and All Star Driving School gave us a real point of distinction for this model, allowing us to carve out its own personality.”
Angus Mitchell, Agency Principal, Channel 4 said: “Suzuki were looking to engage a new young female audience and there is no better place to do this than E4, it builds perfectly on the bespoke adverts we created with them for E4 earlier this year.”
All Star Driving School (15 x 30’) was commissioned by Jonny Rothery, Commissioning Editor for Formats at Channel 4 and Head of Formats, Dom Bird. The Executive Producer for Rumpus Media is Iain Wimbush and it will air later this year on E4.
Suzuki’s media agency the7stars has worked closely with Channel 4 to develop the partnership in support of the manufacturer’s latest model, the Suzuki Ignis, in order to appeal to a younger audience profile. The first phase of the partnership launched last month with an adventure based ad campaign starring comedian Katherine Ryan and Made in Chelsea star Mark-Francis Vandelli.