Top Gear America
Launch Campaign
Top Gear America was rebooted for the third time and needed a launch campaign to tease excitement for the new show. They also needed to differentiate from the previous two attempts and prove that this show would have the same energy and attitude as the original Top Gear on BBC. We leaned hard on the old Top Gear’s brand equity while having some fun with it and of course making improvements.
Role: Concepting, Art Direction & Design
Agency: Contend
Key Art
TEASE & LAUNCH KEY ART — “NOW ON THE RIGHT SIDE OF THE ROAD”
We leaned on the established BBC show IP and the current audience’s love for the brand. Having fun with UK vs US “fixing” the old show, we playfully paid homage to the OG while letting our true colors shine through.
POST LAUNCH & SUSTAIN KEY ART — “ON THE ROAD AND OFF-SCRIPT
To keep the creative fresh, we’re exploring ways to sustain the show momentum after launch and leaning less on the UK vs US rivalry. We’ve surrendered all script control to them so anything can, and will, happen.
Out of Home — Host Tease & Reveal
Pre-launch: We teased the hosts and content with an evolving key art out of home placement, slowly revealing more information about the hosts and the content as casting was finalized.
In Program Messaging on MotorTrend Network
Social
Animated Stickers for IG, Messenger and iMessage
Dynamic Digital Display
In addition to a standard set of banners and paid social assets, we also created a series of dynamic display ads that pushed the boundaries of the medium and celebrates the American engine-uity of the show.
WeTransfer, interactive full page takeover
In this animated banner, the Top Gear America hosts escape from London and into an American car ad, while the Stig looks on in silent judgement.