Virgin Media's idents, commissioned by James Kydd, the cable broadcaster's marketing director and created by Rainey Kelly Campbell Roalfe/Y&R, will appear before, after and during ad breaks for the reality show, when the new series debuts tomorrow night.
The spots have been created to "demonstrate the range of digital communications and entertainment products and services available" from Virgin Media, including cable television, mobile and landline services and its broadband products, with an estimated 60 separate idents shown throughout the series.
The cable broadcaster is only committed to sponsor one series of the show, but has an option to extend its contract, should the activity be successful.
Virgin Media confirmed that it would sponsor the eighth series of 'Big Brother' in March, after weeks of speculation over the replacement for Carphone Warehouse, which withdrew its sponsorship of the show earlier that month after three years of sponsoring the show.
Its withdrawal came after a racism row that had tainted 'Celebrity Big Brother' in February in which Bollywood actress Shilpa Shetty was racial abused by housemates including Jade Goody.
The sponsorship package includes branding and advertising opportunities across TV, video-on-demand, online, radio and mobile. Previous sponsors of the show have included BT Broadband.
The media for the campaign is handled by Omnicom's Manning Gottlieb OMD, with strategic planning by sister agency Good Stuff..jpg)
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