Humorous idents will feature comedian Emma Kennedy, who stars in the successful ongoing "office" campaign for the title, also by Quiet Storm. The new work is set in an office staff room and replicates the tensions that develop when a group of strangers are thrown together in a confined space.
The idents were created by Becky Clarke, Jo Wallace and Cat Campbell. Kevin Chicken directed and the spots were produced by the Picture Production Company. Media is through OMD UK.
Heat editor Mark Frith said: "Heat is the home of reality TV and has already helped turn many of these contestants into celebrities, so it is only fitting that we are sponsoring 'Back to Reality'. The idents, which have been created by Quiet Storm, are not only funny but also build on our current TV ad campaign to enforce Heat's unique brand personality."
Quiet Storm's Becky Clarke said: "The new work is a brilliant opportunity to push our Heat spokeswoman to new realms of entertaining annoyance."
Contestants on the show include: 'Big Brother''s Jade Goody; Sarah Kozer from 'Joe Millionaire'; Catalina Guirado from the second series of 'I'm a Celebrity... Get Me Out of Here!'; Ricardo from 'The Salon'; Craig Phillips, the winner of the first series of 'Big Brother'; 'Pop Idol''s Rik Waller; Uri Geller; Josie D'Arby from 'The Games'; Maureen Rees from the BBC's 'Driving School'; and Nasty Nick, also from the first series of 'Big Brother'. The bookies' favourite to win is Goody at 4/1.
Hosted by Richard Bacon, the aim of the three-week show is to win the title of "most popular reality TV star ever". The stars will also have the chance to donate £75,000 to their favourite charity and will be subject to a daily public vote while competing against each other in an array of games. The least popular star each day will be sent "back to reality".
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