[Sawyer]

Bill boards have been spotted all over the UK today, and an article on Creative confirms print and social media campaigns are being used.

https://x.com/superTV247/status/1841440629957517420

https://www.campaignlive.co.uk/artic...r-spot/1889017

ITV Creative has launched a campaign to promote the upcoming season of Big Brother, featuring a miniature recreation of the iconic house with guinea pigs standing in for human housemates.

"Pig Brother" centres on a 60-second film showing a detailed scale model of the Big Brother house, designed to build anticipation for the show's return this October on ITV2 and ITVX.

The film, directed by Tobias Fouracre, follows the guinea pigs as they interact inside the miniature house.

The model, designed by model maker Andy Gent, features exact replicas of key areas from the Big Brother house, including the living room, garden, hot tub and the infamous diary room. Each detail, from furniture to miniature security cameras, was created by hand to match the show’s aesthetic.

At the end of the ad, Big Brother presenters AJ Odudu and Will Best are revealed as silent observers of the guinea pig housemates, echoing the real-time observation format of the reality show.

A voiceover refers to the "original social experiment".

The campaign is part of a wider promotional strategy that includes out-of-home advertising, print media and social media activations. On platforms such as Snapchat, viewers will be invited to answer a series of questions to assess their suitability as potential housemates, with results presented later in a mock white paper. A "making of" film has also been released, providing a behind-the-scenes look at the production process.

Simon Ricks, ITV's head of marketing, said: “Crucial to our campaign's success is being forensic in identifying the content's USP, then surprising and delighting audiences with how you articulate that creatively.

"Big Brother as the original social experiment brought to life through the eyes of our guinea pigs – doubles down on the most motivating factor for Big Brother in a bonkers, bold and disruptive way.

"Even with Big Brother's all-seeing eye, I doubt they ever expected to see guinea pigs used to market their show. A brand like Big Brother demands daring – so why the hell not? With our creative testing significantly up vs the category average, it shows the importance of taking risks and doing things differently.”

Executive creative director Tom Houser said: "Big Brother is the big brother of all reality shows, the OG social experiment. Ahead of this year's launch, we wanted to create a campaign that brought the confidence, colour and cleverness of ITV’s version of Big Brother to life.

"This concept is serving Orwell meets The Truman Show, with an algorithm-friendly dose of the cutest stuff on TikTok. We’ve had a blast working with our tiny, hairy housemates, and building the Pig Brother house was a real reminder of what an amazing undertaking the human-sized show is, and why it makes such great TV.”

ITV also reveals making of the Little Brother house:

https://www.youtube.com/watch?v=C3X4osLR4zU