The BBC has appointed agency Anomaly to create a global ad campaign to promote Top Gear, as plans to market the £50m motoring brand go into overdrive.
The hiring of an advertising agency marks the BBC’s latest move to ensure that Top Gear remains one of its biggest global franchises as Chris Evans and Matt LeBlanc take over from former presenters Jeremy Clarkson, Richard Hammond and James May.
The appointment, following a competitive pitch, comes on the heels of BBC Worldwide unveiling the first clips of the new-look BBC2 show at an event to promote sales of the show to more than 700 TV buyers earlier this week.
The appointment was made by both the BBC and BBC Worldwide, the commercial arm of the corporation, indicating that it is likely to have a significant budget to promote the show globally.
“Anomaly impressed us with their smart, progressive thinking, and their creative approach demonstrated how well they understand the personality of Top Gear,” said Cary Wakefield, director of marketing and audiences for BBC TV.
International agency Anomaly will run the development of the campaign from its London office, best known for work including Cancer Research UK’s campaign over the festive season, which used real footage to show the day-to-day life of people affected by cancer.
The agency worked with TV production company The Garden, which makes documentary programmes including 24 Hours in A&E.
The agency also created the Budweiser “Dream Goal” competition, in which former footballers including Jamie Redknapp judge the best amateur football goals.
“Anomaly exists to tackle big business challenges,” said Stuart Smith, Anomaly’s chief strategy officer. “Top Gear is one of the planet’s most loved shows, and it has history, so helping relaunch it is a task we’re relishing.”
