ITV has shared its first marketing promotion for the new series of Celebrity Big Brother, ahead of the show’s return on ITV1 and ITVX this March.
Premiering yesterday (15 February), the campaign plays on celebrity culture and teases that once the famous faces enter, it is impossible to hide from the all-seeing eyes of Big Brother.
It acknowledges that the beauty of Celebrity Big Brother for viewers is seeing the best bits of celebrities’ everyday lives, which ordinarily we’d have limited access to.
In acknowledgement of this, the promo concludes with hosts AJ Odudu and Will Best uttering the phrase: “They can run, but there’s one place they can’t hide…”.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
Having aired on ITV at 8.30pm yesterday (15 February), the film was followed by a shorter version on ITV2 at 9.15pm and is also set to appear across ITV social platforms.
The new series will see a fresh cast of celebrities take residence in the Big Brother house, and leave luxury behind.
Last year the show garnered 3.6 million viewers across ITV1, STV, ITV2 and ITVX, having previously been on Channel 4.
