Quiet Storm unveils comedy Heat TV sponsorship idents

The celebrity news magazine Heat is sponsoring the new reality television show Back to Reality with a series of humorous idents created by Quiet Storm.

The campaign to support the programme, which will air on five, features the comedian Emma Kennedy, star of Heat's "office" ads.

Set in an office staff room, the ads replicate the tensions that develop when a group of strangers are forced to live together in a confined space.

The ads were written by Becky Clarke and Jo Wallace with art direction by Cat Campbell. The director was Kevin Chicken through Picture Production Company. Media planning and buying was through OMD UK.

The Heat editor, Mark Frith, said: "Heat is the home of reality TV and has already helped turn many of these contestants into celebrities, so it's only fitting that we are sponsoring Back to Reality.

"The idents are not only funny, but also build on our current TV ad campaign to enforce Heat's unique brand identity."

Back to Reality, which begins on Sunday 15 February, brings together a group of celebrities, who will live for three weeks in a luxury mansion in west London and are subject to a daily public eviction vote. Up for grabs is the title of "most popular reality TV star ever" and the chance to donate £75,000 to their charity of choice.

Among the 12 reality TV stars taking part are Big Brother's Nick Bateman and Jade Goody. Pop Idol's Rick Waller and Ricardo from The Salon have also been lined up for the show.

The target audience for the TV programme and for Heat is professional females aged between 18 and 34 who are interested in celebrity gossip.

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