The campaign, created by TBWA\London, promotes a new show called 'Back To Reality', in which former 'Big Brother' and 'Pop Idol' contestants will compete for a £75,000 prize.
It features some of the contestants playing up on their images: such as Rik Waller, the supersize 'Pop Idol' contestant, who is shown being tended to by glamorous models who proffer plates of Bakewell tarts and donuts; and 'Big Brother''s Jade Goody, who is surrounded by toyboys.
'Nasty' Nick Bateman plays up his image by being pictured seated in a blue room with a six-foot python; and Princess Diana's former lover James Hewitt is shown in a library dressed in a white dinner suit writing a letter.
All of the ads are shot in La Chapelle's famous glamour-meets-high-camp style.
Simon Downing, head of marketing at Five, said: "We are absolutely delighted with the work and confident that this campaign will deliver against our objectives."
The outdoor and print campaign will appear nationwide, starting February 1, and is backed by radio ads. It was written by Tim Hearn and art directed by Graham Cappi. Media planning and buying is through Vizeum.
Five is billing 'Back to Reality' as the ultimate reality TV show. The contestants will be locked in a house for a week and voted off one by one, with the winner receiving £75,000 to donate to a charity of their choice. It starts in Feburary.
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