Clarkson offers TV rental choice in Granada promotion

By JOHN TYLEE, campaignlive.co.uk, Friday, 20 November 1998 12:00AM

Jeremy Clarkson sends up his reputation for political incorrectness in new TV advertising aimed at promoting Granada Home Technology as the answer for people confused by the upcoming digital TV revolution.

Jeremy Clarkson sends up his reputation for political incorrectness

in new TV advertising aimed at promoting Granada Home Technology as the

answer for people confused by the upcoming digital TV revolution.



The Top Gear presenter is fronting a pounds 3 million campaign which

urges consumers to keep their options open by renting.



The Abbott Mead Vickers BBDO commercial emphasises the message with

Clarkson snuggling up with two models on a sofa while he asks: ’You know

when you fancy something, but you’re not sure you want to make a

commitment?’



He explains he is talking about digital TV and goes on to outline the

various TV sets, decoders and satellite systems on offer from

Granada.



He then explains Granada’s offer of a free upgrade within two years of

any TV and digital system rented before Christmas, adding ruefully: ’If

only everything in life was like that.’



Mark Armitage, the marketing director of Granada, said: ’People are

interested in the new technology, but they are also concerned about

buying a new TV in case they might be making a short-sighted

purchase.’



Clarkson, who is spearheading Granada’s initiative targeting ABC1 males

aged 25 to 45, has a reputation for outspokeness. Last month, the Korean

carmaker, Hyundai, complained to the BBC over his alleged remarks that

its executives had eaten dog for dinner.



The 40-second commercial was written by Richard Foster, art directed by

John Horton and directed by Nick Lewin for Cowboy Films.



Media buying is handled by New PHD.



This article was first published on campaignlive.co.uk

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