The deal, worth around £2 million, was booked by Matters Media. It forms part of the awareness campaign to launch the fixed-line telephone service Talk Talk, which has been set up in competition with BT. Strategy is through Naked Inside.
More than 50 executions will run over the course of the ten-week show, which kicks off on Friday. The idents will appear at the beginning and end of each show and be backed by Talk Talk ads in the breaks. The deal includes coverage on E4, the Big Brother website and the interactive TV service.
The idents feature the presenter Andy Goldstein touring the country asking consumers to nominate who they would like to join the Talk Talk network and why.
The executions highlight how Talk Talk customers can talk to each other for free. In one spot, a woman nominates her ex-husband so she can continue hassling him without having to pay for it. Other interviewees include a couple who live at opposite ends of the country and want to save on the cost of their mostly phone-based relationship.
The idents were written by Tony Barry, Greg Mutton, Stuart Button and Laurie Smith. They were directed by John Tagholm of 4Creative.
"The idents we have created reflect the reality and humour of the programme, while raising awareness of the brand," Johnny Hornby, the managing partner at CHI, said.
Talk Talk's parent, The Carphone Warehouse, was attracted to the sponsorship deal because of the association of phone use with the show's voting system. Last year, the show recorded more than 12.8 million votes via text messaging, fixed phone lines, mobiles, online and interactive TV.
Talk Talk replaces O2 as the programme's sponsor. O2's idents, which ran for three years, were created by 4Creative. Southern Comfort sponsored the first series of Big Brother with idents created by D'Arcy.