Unveiling Top Gear’s new line-up.
The world’s most loved motoring entertainment brand hit a slight bump in the road when its veteran presenting team suddenly left the show. For the global launch of Series 24 there were two clear objectives: to introduce audiences to its new presenting team; and to remind audiences that everything they loved about Top Gear was still very much a part of the show.
The idea developed from a simple question: How does a show featuring the world’s rarest supercars, phenomenal driving stunts and far flung destinations ever manage to get insurance?
The campaign, creatively directed by Rafaela Perera whilst at BBC Studios, launched with an extended 90-second trailer in a high profile primetime 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.
Best Entertainment / Music / Variety / Comedy Promo
Made in house at BBC Studios
Executive Creative Director: Rafaela Perera
Producer: Simon Sanderson
Production Manager: Emily Atterton
Creative Directors: Sarah Gerona, Nick Meikle
Art Director: Martin Duhovic
Director: Simon Cole
Editor: Mark Burnett
Post Production: Envy