Clarkson offers TV rental choice in Granada promotion

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.



Become a member of Campaign from just £46 a quarter

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

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).