Britain's Got Talent gets Big Domino's idents

Britain's Got Talent has returned to TV screens sporting idents from Domino's Pizza.

It is the third consecutive year the pizza delivery brand has sponsored the ITV1 show, which drew 12 million viewers on its return on Saturday.

The idents, created by retained agency Big Communications, mimick the talent show's format by showing pizzas being critiqued by a panel of judges. The short clips were directed by Richard Puller through Fresh Films and 25 idents have been created in all to try to keep the sponsorship from growing stale throughout the series.

"We have a feeling that over-repetition of individual sponsorship bumpers can start to irritate audiences, so we set out with a view to do more than just enough to fill a show and to be able to introduce some new spots for the live finals week," said Craig Buzzel, Big's creative director.

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