Southern Comfort to sponsor Big Brother

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.

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.