Launched this week the 'Black Friday' ads will run until next Friday, when Channel Four hopes to achieve a double ratings success by screening the first episode of 'Big Brother Five' and the last ever episode of 'Friends' on the same night.
The creative for Black Friday has been designed by Boy Meets Girl S&J, and involves images of the house through the newly created black and white Big Brother eye logo.
Other advertising, PR and marketing efforts are being handled in-house by C4's own team.
A Channel Four spokeswoman confirmed that the latest series will have a crueller edge than last year's, which was criticised for being too bland and not having enough tension between house mates.
One extra feature is understood to involve axed housemates getting the chance to exact revenge by returning to choose the next nominee for eviction.
Bill Griffin, Channel Four head of marketing, said: "The safe route would clearly have been to put up a poster saying 'Stay in tonight' or something, but we feel that the Black Friday route has a much better chance of cutting through the advertising clutter that our younger audiences are bombarded with every day. The integrated on and off air campaign will be amusing and hopefully far more rewarding than a traditional campaign."
Media coverage prior to the 'Black Friday' campaign has also hinted at the series being the 'sexiest 'yet, with new features to the house rumoured to include a communal shower, sauna and even a mud bath.
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