ITV has revealed the new creative for the relaunch of Big Brother as it heads to the broadcaster.
The series of promos feature new hosts, AJ Odudu, Will Best and the original voice of Big Brother, Marcus Bentley.
Led by ITV Creative and produced by Hunky Dory, the ads are described as having a “youthful, colourful skew, packed with energy and humour” as they cast Big Brother’s gaze out into the real world.
Shot in a voyeuristic style, the play to the tag line “Big Brother Sees It All” and an animated Big Brother eye brings the brand to life.
The first 2 films launch today with AJ Odudu and Will Best trying – and failing – to master the Geordie accent. They’re then interrupted by Bentley’s voice.
The real-life based promos will follow next week.
They’ll run across ITV’s owned channels and social media.
“The return of Big Brother to ITV2 and ITVX next month is set to be the TV moment of the year. We know there is already such a huge appetite from original fans of the series and also from those yet to immerse themselves in the Big Brother world. And they’re in for such a treat!” said Jane Stiller, Chief Marketing Officer ITV.
“These promos are just the beginning of one of ITV’s biggest and noisest campaigns. Look out for our brand new Big Brother eye everywhere you would and would not expect in the forthcoming weeks. Big Brother really does see it all…”
ITV’s Creative team Shane O’Neill, Andy Parkman, Hannah Roe and Jonathan Truin added:
“Big Brother is still the only reality show that shows just that, reality! Everyday life, unfiltered and streamed. So we wanted to bring Big Brother’s gaze into the real world, with a campaign that sees and celebrates our quirky human behaviour. From the mundane to the spectacular, Big Brother sees it all…”
The ads were directed by We The Grimshaws duo, Craig Brownrigg and Brenna Horrocks.
Produced by Initial (part of Banijay UK), Big Brother first launched on UK screens in 2000. The series will be sponsored by Vinted.
