L'Oréal launches 'industry first' ad

L'Oréal is set to become the first advertiser to take advantage of changes to TV advertising rules that will allow advertisers to use TV presenters in ads around the shows they are presenting.

Big Brother: Davina McCall stars in an during the show
Big Brother: Davina McCall stars in an during the show

This Friday (3 September), Davina McCall will reveal the winner of the Garnier Nutrisse Shade of the Nation 2010 competition in a special ad, made by Publicis, for the L'Oréal-owned hair colour brand Garnier Nutrisse during the McCall-fronted Big Brother eviction show on Channel 4.

L'Oréal's activity follows the adoption of the new BCAP UK ad code, which came into effect on 1 September, and removed the restrictions on using programme presenters in specific ad breaks around their own shows.

The Garnier Nutrisse ad will be followed by a TV campaign, planned by the Publicis media agency ZenithOptimedia, for the L'Oréal brand and New York Fashion Week sponsor Maybelline, which is designed to coincide with the fashion week season.

The 60-second Maybelline spots feature Jameela Jamil, the presenter of C4's youth strand T4, and will be broadcast over C4 and E4, including T4 programming, in a four-week period from Monday.

In the ads, by The Outfit, Jamil introduces Maybelline's global make-up artist Charlotte Willer, who will create looks inspired by New York Fashion Week using a range of products including Dream Matte Mousse Foundation.