The new season of the U.K. version of "X Factor" kicks off this weekend, and with it, some fun sponsorship idents from long time sponsor TalkTalk.
This year, the telecom brand is letting people upload videos of themeslves singing via an app called Bop Heads, which will superimpose their face onto choreographed characters in a video. The best performances will then be broadcast during the show's ad breaks.
The campaign is created by CHI&Partners, with the videos shot by directors from London Alley, which produces professional videos for stars including Ed Sheeran, Calvin Harris, Jessie J and Nicki Minaj. The BopHeads app, developed by MPC Creative, films fans as they sing along to tracks including Little Mix's "Black Magic," John Newman's "Come and Get It" and "Return of the Mack" by Mark Morrison.
Last year's TalkTalk sponsorship idents for the X Factor involved an app called Mix Off that let users upload their own clips so they could appear in the video on screens -- but not actually as choreographed characters as they are here.
The BopHeads app can be downloaded from August 29 from the App Store and Google Play. Users can also invite their friends and family to co-star alongside them in their videos, by merging separately-shot performances. Up until the X Factor live final in December, five further music video styles will be released in staggered phases, along with five more tracks. Altogether, more than 160 user-generated spots will run during the season.