E4 gets revved up for All Star Driving School

E4, in partnership with Suzuki Ignis media agency the7stars, today announced All Star Driving School, a brand new series in which nine plucky 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.”

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.


Notes to Editors:

About Rumpus Media:

Rumpus Media was founded in 2013 by Emily Hudd and Iain Wimbush. Recent credits include two series of BBC’s hugely popular Asian Provocateur with Romesh Ranganathan which launched on BBC Three and was repeated on BBC One; Channel 4’s Immigrants Guide to Britain, which won best comedy format at MIP this year; Jon Richardson’s How to Survive the End of the World for Channel 4; critically acclaimed A Granny’s Guide to the Modern World with Barry Humphries; as well as a range of one-off programmes including Annie Mac: Who Killed the Night? For BBC Three; Sounds Random for BBC Three and Second Opinion for BBC Two. They have also just completed the upcoming series for BBCWW and Comedy Central Joel and Nish vs the World.

About Suzuki

Formed in 1909, Suzuki is one of the world’s most successful automotive brands and ranks currently as the 9th largest car manufacturer. As well as their award-winning cars, they have a strong and successful heritage in Motorcycles, are at the forefront of Marine outboard engine technology and were the first manufacturers of the All-Terrain Vehicle (ATV). Suzuki brand symbolises outstanding quality and value for its millions of customers throughout the world. The UK product range is vast and consists of six different car models, 41 on and off road motorcycles, nine ATV’s and 26 different types of Marine outboard engines.

Globally, Suzuki now produces 3.1 million cars and 2.0 million motorcycles every year. It has 35 production facilities around the Globe and sells its products in 192 countries. Suzuki is well known as the ‘Small Car Experts’ and two of their most successful models are the Celerio City Car and Swift Compact Super Mini.

Suzuki launched its Baleno hatchback in June 2016, which was then followed by IGNIS Mini Crossover in January 2017 and then all-new Swift in June. Global sales of the Swift exceeded five and a half million units recently (since 2005).

About the7stars

Founded in 2005, the7stars is the UK’s largest independent media agency.

The award-winning agency is recognised for its unique approach to media planning and manages £250m of billings for clients including Suzuki, Ladbrokes Coral, Discovery, Nintendo, Gumtree and Iceland.

Reflecting its innovative company culture, the7stars has been named as one of the top SMEs to work for by The Sunday Times for five consecutive years and was recognised as a company to inspire Britain by the London Stock Exchange.

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