TalkTalk sponsors The X Factor for tenth year

TalkTalk will continue its sponsorship of The X Factor for the tenth year with another user-generated ident campaign.

Created by CHI & Partners, this year’s idents will feature performances created at home by fans of the annual singing contest using TalkTalk’s FX Star app.

The show, created by Simon Cowell, returns to ITV tomorrow at 8pm. Cowell stars alongside judges Louis Walsh, Sharon Osbourne and Nicole Scherzinger.

FX Star allows users to create their own music videos by lip-syncing along to their favourite tracks using novelty filters such as ‘Apple Head’ and ‘Glam Rock’. 

Videos submitted by the public each will be selected to air on TV during The X Factor ad breaks on Saturday and Sunday on ITV.

The app, which was designed and built by CHI & Partners and MPC Creative, launches in the App Store and Google Play this weekend, with five filters and three tracks – Zara Larsson’s Lush Life, Sigala’s Give Me Your Love, Birdy’s Wild Horses.

Last year's sponsorship was disrupted after TalkTalk suspended its advertising following a cyber-breach.

David Parslow, TalkTalk's marketing director, said: "This year’s FX Star is fun, current and entertaining. Like The X Factor, it celebrates the feel-good moments that bring people together and is a chance for our customers, and fans of the show, to enjoy sharing and showcasing their inner pop star."


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free