Big Brother sponsorship idents revealed ahead of first show

Freederm, the skin care brand, has revealed the idents it will use during its sponsorship of the final series of 'Big Brother', which begins this evening.

The ‘Big Brother' sponsorship idents, created by Freederm's agency Bray Leino, which also planned and bought the activity, use the tagline "Spotless, every day.". The idents play on the way housemates interact with each other in the house.

The idents show young people checking themselves out in a bathroom mirror, capturing some funny, confident, exhibitionist and, sometimes, strange behaviour.

‘Big Brother' kicks off on Channel 4 at 9pm this evening and will run for 13 weeks. This series has the twist that some of the prospective contestants will be sent home during the show, before they even get through the door.

Although the audience for 'Big Brother' has declined in recent years, it is still expected to be one of Channel 4's biggest programmes over the summer, and benefits from the fact it is the last series.

Richard Oliver, managing partner of investment at Universal McCann, said 'Big Brother' had contributed to the adspend predictions for July being reforecast higher than the mid-single figures originally expected.

He said: "The expected better audience performance gives media agencies a reason to plan the series into their TV campaigns. 'Big Brother' is not what it was, but it is still hugely relevant to a sizable viewing audience and one of Channel 4's biggest programmes."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).