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.
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
He explains he is talking about digital TV and goes on to outline the
various TV sets, decoders and satellite systems on offer from
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
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