Jeremy Clarkson is one of the most controversial characters on TV. When Amazon Prime Video wanted to launch his new show, CLARKSONS FARM, we decided to enhance his best (and worst) attributes to generate interest for the launch.

We launched thousands of billboards in a multinational campaign across 7 countries with one simple message: JEREMY CLARKSON IS A F***ER, turning this bold unbranded statement into a trending topic on social media.

A few days later, on the day of the launch, we replaced all the ads and billboards to reveal what we really meant... Jeremy Clarkson is a FARMER. 

The reveal got people talking, echoing for weeks across social media and helping to turn the show into APV’s most watched original show to date in the UK. It proves that sometimes the truth in advertising pays off (to quote Jeremy’s approval email ““Well it’s not wrong is it?”).