Toyota, The&Partnership extend relationship with C4 as AYGO sponsors E4's Shipwrecked

Category: News Release

AYGO by Toyota will be the official sponsors of the pioneering paradise island reality show, Shipwrecked, when it returns to E4 in early 2019.

The six figure deal announced today by Channel 4’s sales house, 4Sales, will run for the duration of the new 15-part prime time series on E4 and will see AYGO idents appear around the main series on E4 along with use of the Shipwrecked brand on digital platforms.

Toyota has a long and established heritage with Channel 4. The AYGO model was the high-profile sponsor of Channel 4’s youth brand T4, which included the original series of Shipwrecked, for several years until December 2012.  Toyota was also the lead sponsor for Channel 4’s exclusive UK broadcast coverage of the PyeongChang 2018 Paralympic Winter Games. The new deal is part of Toyota’s strategy to align the AYGO with a youth audience and show how both Shipwrecked and the AYGO are an escape from tedium.

The deal was agreed by 4Sales at Channel 4 and Toyota’s media agency m/SIX, The&Partnership’s media planning and buying agency. The sponsorship creative will be led by The&Partnership.

Rupinder Downie, Partnership Controller at Channel 4 said: “AYGO sponsoring Shipwrecked is a deal that we’re absolutely thrilled to have sealed!

“Toyota’s AYGO has seen the impact we can have on brand awareness amongst young people through its previous successful association with T4, and we’re looking forward to replicating this success by bringing the AYGO to a new generation of young and adventurous E4 viewers.”

Andrew Cullis, Toyota (GB) PLC Marketing Director, said:  “Our AYGO city car has a great track record in bringing younger customers to the Toyota brand and we see our sponsorship of the new series of Shipwrecked as a great way of further raising its profile among our target audience. We look forward to this renewed association striking a chord with viewers as the show’s fun and adventures unfold.”

The new series of Shipwrecked will see a batch of adventurous young castaways competing in the ultimate popularity contest on two uninhabited paradise islands in the South Pacific. The two tribes – Sharks and Tigers – will battle it out to win over new arrivals to their respective islands, with a £50k prize fund at stake for the largest tribe at the end of the competition.

The new promo for the series will air from Saturday 22nd December on E4. The campaign developed by Channel 4’s award winning in-house creative agency 4Creative aims to get viewers excited about the fun rivalry between the two tribes. In line with playful E4 sense of humour, the promos see the Sharks and the Tigers pitted against one another trying to outdo each other with a bigger campfire, better dance moves, and a bigger fishing catch.


A link to a trail for Shipwrecked with sponsor’s logo


Head of 4creative         Alice Tonge

Creative Director          Will Clark

Creatives           Andrew Shrubsole & Scott Taylor

Director              Alex Boutell

Art Director (Off-Air)   Jim Chambers


Group Business Director          Matt Berry


Head of Production     Clare Brown

Executive Channel Producer  Jason Delahunty

Producer            Simon Glover

Project Manager            Olivia Emmerson

Director of Photography           Matt Fox

Photographers (Off-Air)            The Wade Brothers

Editor   Nick Armstrong - Cut & Run

Grade  George K - MPC

Online/VFX      Jon Myers  - Lucky Cat

Audio   Rich Martin - Envy

Retouching (Off-Air)   Curious

About Channel 4

Channel 4 is a publicly-owned yet commercially-funded public service broadcaster and has a remit to be innovative, experimental and distinctive. Its public ownership and not-for-profit status ensure all profit generated by its commercial activity is directly reinvested back into the delivery of its public service remit.

As a publisher-broadcaster, Channel 4 is also required to commission UK content from the independent production sector and currently works with over 300 creative companies across the UK every year. In addition to the main Channel 4 service, its portfolio includes: E4, More4, Film4, 4Music, 4seven, and digital service All 4.

About The&Partnership

The&Partnership is both the UK’s largest and Europe’s fastest-growing independent agency network, increasingly known for its innovative in-sourced model.  Backed by WPP and spanning four continents, with 1,500 staff, the multi-disciplined agency group last year saw a year of record growth, expanding across 17 new European markets and doubling in size against a challenging industry backdrop.

It attributes this rapid expansion to the success of its in-sourced ‘&Model’ agencies, with multi-disciplined, on-site teams working alongside clients’ marketing departments in new, nimble ways, to a single bottom line; delivering data-driven work to fit new marketing agendas.

Designed to meet clients’ growing need for maximum speed, agility, cost-effectiveness and integration, these multi-disciplined ‘&Model’ agencies are driving impressive results for clients including News UK and TalkTalk in London, The Wall Street Journal in New York, TELUS in Canada, RBS in Edinburgh, as well as Toyota and Lexus across 17 markets in Europe.

The&Partnership also has offices in London, New York, Canada and Asia, and is partnered with global media planning and buying network m/SIX through a joint venture with GroupM.

About m/SIX

m/SIX is the UK's fastest-growing media planning and buying agency. A progressive and entrepreneurial international media network that was born digital, the agency prides itself on its pioneering, energetic approach and honest culture.

With over 40 offices worldwide, m/SIX is backed by WPP, the world's largest communications agency network, and embraces a unique ownership structure between The&Partnership and GroupM.

m/SIX specialises in driving commercial, as well as audience growth, in today’s data and tech-led media landscape, and is an industry leader in transparency, martech and next-generation audience insight. Clients include TalkTalk, Toyota, Lexus, News Corp, AstraZeneca, Aetna, Britvic and Virgin Money.