Dulux to sponsor Channel 4's US comedy series Ugly Betty

The Dulux ident deal, which features the tagline "We know the colours that go", will run for the duration of the series' 22 episodes, which will air on Channel 4 and E4 from early January. The idents have been created by Abbott Mead Vickers BBDO, the paint company's advertising agency, and the deal was brokered by Andy Thornes, director of TV at Initiative.

'Ugly Betty' has been a hit with US audiences, attracting an average of 16m viewers an episode on ABC. It follows the story of Betty Suarez, a young Hispanic woman played by Ferrera, who lands a job at prestigious New York fashion magazine Mode, and has to face daily ridicule about her ungainly appearance.

Patrick Owen, group account director at Initiative for Dulux, said: "A top-rating programme in the US, 'Ugly Betty' will allow the brand to strengthen its relationship with a key target audience beyond the traditional home interest segment."

Channel 4 acquired the exclusive UK rights to 'Ugly Betty', produced by the actress Salma Hayek, from Buena Vista International Television in June. The show is based on the Colombian hit TV series 'Betty La Fea'.

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This article was first published on brandrepublic.com