Network Q, the used car brand of Vauxhall, has extended its sponsorship of ITV1’s Who Wants To Be A Millionaire with a new series of idents, created by Midlands-based agency Cogent Elliott. The humorous executions feature toy characters in a Network Q car playing their own version of the TV quiz show. Production was handled by Tangent Television and Hibbert Ralph Animation. Commenting on the creative, Network Q brand manager, Stuart Sims, remarked: “We developed some great scripts which brought together the show and Network Q in a comical, interesting way”. The idents will be the first in a series that will run throughout the year.