New Look Five?

Going For Gold Extra will air after Home and Away for 15/20 minutes.

So Five are to launch their identity in an advertisement during ITV's X Factor featuring a talking hotdog. It's supposed to get you excited about TV.

http://www.guardian.co.uk/media/2008/oct/03/channelfive.advertising

And more on these "brand bursts" :

Successful brand bursts include a clip of a duel between two combatants who are invisible except for superhero capes, and boots and giant hands snapping off parts of a cityscape to play the drums on buildings.

"They represent a fresh take on what an on-air identity is all about," he said. "They don't have to be dry and redolent of idolatry."

Don't really know what to make of that advert. It's a good idea, but I'm not sure about the hot dog man...

Really like the way the Five logo comes on at the end, though. It's looking promising. These 'brand bursts' will be interesting. Five seems to be really going all out on this relaunch.

The logo animation reminds me of the bbc one logo and trailer endcard anim, but with a lens flare-ish look to it.

Three of the idents are on Broadcast now.

http://uk.youtube.com/BroadcastnowTV

Is there a linking theme/hook/point to those that I've missed? The Five logo animation is nice but I can't help but think that it's a bit too BBC One. But the idents/channel trailers/brand bursts/whatever they're calling them today are just .

They appear to have gone for a very E4-style look (particularly in the second ident) but E4 manage to pull off the wacky-random look by ensuring their logo is on screen throughout their idents (cunningly placed on objects within the ident). The Five logo only appears for a second or two at the start meaning there's a good chance viewers will miss it and not have a clue what the following 20 seconds were about.

They certainly don't improve on the very good current set. Hopefully the other presentation will be better.

Rather nice if you ask me, though it seems that the term 'brand burst' is nothing more than marketing blurb.

Like the fact that the logo animation ripples the image slightly at the beginning.

They are certainly 'unusual' and I can't help thinking that it's a mistake to only show the logo at the beginning, it makes the rest of the ident abit pointless.

God, that ad is absolutely rubbish. They don't even attempt to say they're anything special - just one of "hundreds and hundreds" of channels.

There's something I like about these idents, they're very random and quirky, can't wait to see them on screen.

Although they are very un-Five, a bit of fresh air in comparison to having 'five' on nearly all the idents since 2002.

The new idents are very different, which I guess from a marketing standpoint is going to make it very successful... but I thought the second one had much of a Spore feel to it if anyone knows what I'm talking about

They're a bit too random really - and probably just like the last lots of idents Five will edit them a few months later to make the brand more prominent.

Are these going to play with continuity then, or will these so called "brand bursts" be CA free. Can't really see that working on it's own, but if they played and were then followed by a Five branded menu of some sort it perhaps could.