Wudja? Cudja?, which runs across nine one-hour and half-hour shows on ITV2, will also have three weeks of preview shows on ITV1, with the broadcaster hoping a successful run can build cross-over between the channels. Trailers for the programme will run on both channels.
BBH is backing the show with a six-sheet poster campaign and press ads running in Heat magazine, The Sun and The Guardian among others.
"The strategy is twofold - consumer and trade, Starcom Motive's group account director, Jez Groom, said. "We wanted to ensure print titles reflected the vivaciousness of the show. But we also wanted to make sure ITV2's presence hit home to media decision-makers."
The ads were written and art directed by Marc Hatfield and Pete Bradley.