Big Brother sponsor reveals its idents

Skincare brand Freederm, sponsor of the final Channel 4 series of Big Brother, has unveiled its sponsorship idents.

The 11th series of the reality TV show begins tonight (9 June) at 9 pm.

Bray Leino has developed 56 different idents to run though the course of the show with the underlying idea “Spotless, every day”.

Then idents play with the Big Brother method of labelling times in the house, and are designed to show how using Freederm can keep skin clear.

The spots show a group of young people checking themselves in a bathroom mirror, which mimics the 2-way mirror in the BB house and captures some of their exhibitionistic behaviour.

Last year’s series was sponsored by Lucozade. In August last year Channel 4 said that it was not renewing its contract with Big Brother producer Endemol due to “creative considerations” rather than financial ones.

In 2009, the show registered its lowest closing night ratings. The first part of the final averaged 2.6 million viewers with 2.7 million for the second part. The viewing peaked at 3.1 million.


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