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With the launch of Big Brother on Thursday, Virgin Media unveiled their new sponsorship idents.

Primarily focusing on Virgin Mobile services as well as fibre-optic broadband, more than 80 short clips have been developed to introduce the beginning of the show and subsequent advert breaks.

James Kydd, managing director of marketing and brand for Virgin Media, said that as with last year, the adverts had been designed to spark a degree of controversy while making people laugh.

The idents feature everyday people using Virgin Media services for uncommon purposes.

One such vignette features a surly youth clad in gothic clothing talking to a friend in a kebab shop while a voiceover asserts: "Rich keeps telling anyone who'll listen about his new, sexy Virgin Media fibre optic cable."

Another ad shows a burly looking man in a pie and mash shop with the voiceover, 'Antony's Liberty SIM lets him keep the same mobile and number from the days when he was known as Cheryl.'"

This year's show has been noted for its focus on environmental sustainability, with the contestants required to grow their own food during their tenure in the infamous house.

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