British Gas and eco-tech brand Hive have launched 24 idents on Channel 4.

Developed by creative agency T&Pm, these idents mark a new collaboration between the brands and Channel 4, announced last month.

Directed by the Weiland Brothers through Love Song, the idents showcase homeowners admiring their décor, only to reveal they’re actually praising British Gas.

Andy Freeman, group brand and marketing officer at Centrica, said: “Channel 4’s home shows celebrate the passion we all have for our homes. Our idents tap into that same energy, using humour to highlight how British Gas is there for every homeowner, every day.”

A second set of idents highlighting Hive’s eco-tech will also launch, appealing to sustainability-focused viewers.

The sponsorship will feature prominently across Channel 4’s home programming, including Grand Designs, Love It or List It, George Clarke’s Amazing Spaces, and Location, Location, Location.

T&Pm associate creative directors Carl Storey and Tom Sillars added: “As a nation obsessed with our homes, it’s hard to think of a better fit than Channel 4 Homes and British Gas.

“The iconic home programming on Channel 4 has an instantly recognisable (and often OTT) lexicon that highlights just how much we love our homes. And funnily enough, this lofty language also perfectly applies to the services and energy of British Gas. Giving our playful idents a beautiful (designer) rug pull.”