Gumtree's Celebrity Big Brother ads portray furniture as spoiled housemates

Gumtree's sponsorship of 'Celebrity Big Brother' is kicking off tonight with a series of idents that feature pieces of furniture behaving like the reality show's contestants.

The online classifieds site’s idents will appear in every ad break during the Channel 5 programme, which is expected to attract an audience of between 3 million to 4 million viewers every night.

Agency Fold7 has created 28 vignettes, which include a talking kettle that asks, "Is anyone else boiling in here?" and a shocked chair exclaiming, "How could you?" upon discovering a "female" chair being rear-ended by a "male" chair.

The idents will also appear during Celebrity Big Brother’s Bit on the Side and across Channel 5’s Demand 5 VoD service.

From 15 January, consumers will also be able to buy some of the items of furniture that appear in the show, with all proceeds going to charity.

Sam Diamond, Gumtree’s head of brand and communications, said: "Fold7 immediately understood and shared our belief that the furniture in the CBB house is just as important as the people in it.

"We’ve had a lot of fun giving inanimate objects celebrity-sized egos, and we’re sure the campaign will reflect the fun nature of the show."

Gumtree’s sponsorship activity kicked off in December, when the site gave sellers the option to offer their items for sale to Big Brother producers.

Gumtree’s sponsorship of Celebrity Big Brother was negotiated by The7stars.

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