The show, sponsored by Heat magazine, runs for three weeks and brings together 12 of the nation's most popular reality TV stars. In a first for any Emap title, a £500,000 sponsorship deal between Heat and five was negotiated.
The promotional campaign, which also includes outdoor and radio executions, features four of the contestants in elaborate fantasy situations.
One press ad features the Big Brother star Jade Goody surrounded by half-naked paparazzi in a stylish restaurant booth. A second features Big Brother's "nasty" Nick Bateman posing with a python curled around his neck.
A third shows James Hewitt, a contestant from The Games, in a modern library setting. The final ad shows the Pop Idol contestant Rik Waller in a private club with his platinum and gold records on the walls. Each execution has the endline: "Back to reality. Voting starts Feb 15."
The ads were written by Tim Hearn and art directed by Graham Cappi. Media planning and buying is through Vizeum.