ITV Creative has created a new promo for the upcoming series of Big Brother, the second since its reboot by ITV in 2023.

The broadcaster describes the show as the ‘original social experiment’ – an idea that’s been translated literally in the new ad, which stars 16 furry ‘housemates’: guinea pigs.

The guinea pigs are shown scurrying around an intricate miniature model of the Big Brother house, which has been brought to life with the help of director and animator Tobias Fouracre along with modelmaker Andy Gent, who previously worked together on Wes Anderson’s Isle of Dogs.

“This concept is serving Orwell meets The Truman Show, with an algorithm-friendly dose of the cutest stuff on TikTok,” says ITV Creative ECD Tom Houser. “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.”

The main spot will be joined by OOH, print and social activity, as well as a film offering a behind-the-scenes view of how the promo came together.

Credits:
Agency: ITV Creative
ECD: Tom Houser
Creative Directors: Andy Lockley, Fred Rodwell
Creatives: Toby Derham, James Briggs
Head of Creative Strategy: Tatiana Jezierski
Production Company: ITV Creative
Director: Tobias Fouracre
DoP: Pete Ellmore
Supervising Modelmaker: Andy Gent
Miniature Models: Arch Model Studios
Post Production and Sound: Rascal Post