O2 uses bubbles in Big Brother ads

O2 has extended the "bubbles

theme of its launch advertising campaign into its sponsorship of this year's Big Brother.

Channel 4's in-house creative department, 4creative, has adopted the bubbles approach to show the everyday interaction between six fictitious Big Brother characters in a parallel universe.

The bubbles act as a metaphor for communication between the characters.

This marks a different approach to last year - in 2001, 4creative used the controversial "flies

sponsorship idents, which were created with PHD's sponsorship division, Drum PHD.

This year O2 is the exclusive Big Brother sponsor, with a deal spanning all Big Brother programming on Channel 4, E4, the internet and mobile phone services.

The sponsorship credits are designed to showcase the other mobile services offered by Channel 4 and O2. These include voting by text, Big Brother voicemail greetings and mobile phone games such as a quiz and a Virtual Housemate game.

"4creative has come up with a solution that does just that, while also making sure it's relevant to the Big Brother audience and O2 services," Garrison Macri, the director of post-pay marketing at O2, commented.

The producer Charlie Read added: "It was important to develop work that would sit comfortably with Vallance Carruthers Coleman Priest's high-profile launch campaign for O2, while also bringing it into the world of Big Brother. We feel we have achieved this by producing credits that are fun and playful, yet remain faithful to the central bubble theme of the launch work."

4creative won the brief to create the Big Brother sponsorship credits following a competitive pitch.

Tom Tagholm wrote the sponsorship credits and directed them with Seonaid Mackay. Charlie Read was the executive producer.

- Spotlight, p14.