MediaVest has negotiated a deal whereby Southern Comfort will
sponsor Channel 4’s Big Brother series. The brand’s agency, D’Arcy, has
created a series of idents to run around the programme.
In a similar vein to the programme itself, 20 idents focus on a group of
young flat-sharers. One of them becomes obsessed with the Deep South.
The obsession increasingly encroaches on his life and that of his
flatmates - a blues singer moves in and he organises a Southern-style
funeral for his dead pet chicken.
The show, which airs this week, features ten contestants who are filmed
24 hours a day for nine weeks. The house they will live in for the
duration of the filming is equipped with 24 cameras that will capture
every aspect of life in the house.
Each week viewers can vote to eject one contestant from the house, with
the final contestant winning pounds 70,000.
’The idents illustrate how Southern Comfort brings people together in a
similar way to Big Brother,’ Andrew Mallinson, the brand manager on
Southern Comfort at Brown-Forman, said.
The deal will also cover the Big Brother website where viewers can gain
24-hour access and read up on news. Channel 4 is predicting between four
and five million page impressions a day.
The idents were written and art directed by Jon Daniel and Simon Impey
and directed by Thomas Napper through Jane Fuller Associates.