Launching Top Gear’s new line-up

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Once the world’s most loved motoring brand, Top Gear hit a bump in the road when its veteran presenting team suddenly left the show.

After a failed attempt to re-launch the show with Chris Evans at the helm, it was crunch time for the brand. 

For the global launch campaign of series 24, we had two clear objectives. First, introduce the new presenting team. Second, make people fall back in love with Top Gear. No small task.

Our idea was born out of one simple question ‘How does a show featuring the world’s rarest supercars, performing crazy driving stunts in exotic destinations, get insured?’

We launched the campaign with an extended 90” trailer which went to air in a high profile, prime time junction on BBC One. It was viewed by 33.9 million individuals and reached over 16 million views on social media before being rolled out to 185 territories across the globe.

 

Client
BBC Group

Awards
Promax Gold
Best Entertainment / Music / Variety / Comedy Promo

Executive Creative Director
Rafaela Perera

Built in-house at BBC Worldwide

 

Global launch trailer

Social cinemagraph