Granada Home Technology has signed the Top Gear presenter, Jeremy
Clarkson, to front its first television campaign for seven years.
The work is the first by Abbott Mead Vickers BBDO since it won the
business in 1996 and it promotes the company’s new TV 2000 deal, that
introduces customers to digital television.
The package allows people to rent a digitally compatible TV and promises
to deliver complementary equipment such as set-top boxes as they become
The commercial takes a Monty Python-esque tone by contrasting a knowing
Clarkson with a customer who slaps himself with a fish for ignoring TV
It opens with Clarkson talking about what a customer gets for signing up
with Granada as a workman piles up the equipment in front of him. He
commiserates with the man who ’blew pounds 400’ on buying only a
television, destined to become obsolete in the near future.
The ad cuts to images of the man flagellating himself with the fish as
Clarkson turns to the camera and says wryly: ’Self recrimination. It’s a
The commercial breaks on 13 May and was written by Richard Foster, art
directed by John Horton and directed by Nick Lewin for Cowboy Films.
Carl Shuck, board account director on the business at AMV, said Clarkson
was chosen to front the campaign because of his straight-talking
’We chose him to communicate Granada’s offer because people recognise
him as someone who will ’tell it like it is’.’