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Concept

To promote the new series of Top Gear, the BBC set out to connect with a younger, digitally native audience by merging the show’s high-energy motoring appeal with a slice of British comedy culture. The creative solution: bring together the worlds of Top Gear and People Just Do Nothing, featuring Kurupt FM’s MC Grindah, DJ Beats, and Decoy. Partnering with MullenLowe, the media agency behind the campaign, the goal was to create a standout piece of content that would feel fresh, shareable, and aligned with both brands’ audiences.

Execution

Blonde worked in close collaboration with BBC Creative and MullenLowe to develop and produce a digital short film. Styled in the mockumentary tone of People Just Do Nothing, the film followed the Kurupt FM crew as they descended on the Top Gear test track — ultimately facing off in a race against The Stig. We blended the comedic chaos of Kurupt FM with the polished cinematic look of Top Gear, ensuring authenticity for both fan bases. The final film was rolled out across BBC Three’s digital and social platforms, including YouTube and Facebook.

Results

The campaign at the time was recognised as BBC2’s most successful social media content campaign to date.

The collaboration delivered outstanding engagement. The film struck a chord with fans of both Top Gear and People Just Do Nothing, capturing strong viewership and organic sharing across platforms. The campaign successfully expanded the reach of Top Gear to a younger demographic and demonstrated the power of genre-blending creative — with Blonde’s production and creative direction, MullenLowe’s strategic media planning, and the BBC’s bold brand stewardship working in seamless sync.

In addition, Blonde created 60” trailers, a series of teaser trails, seven specially scripted skits and a 5min outtake and blooper reel which included all the parts that couldn’t be broadcast, though were perfect for seeding through The Ladbible and across social media.

The promotional content produced (outtakes, trailers & skits) generated over 3.5M video views across Facebook, Instagram and YouTube, over 45k likes, 4.5k comments and 9.5k shares – becoming the BBC’s most popular video on Facebook. The content was loved with relevancy scores of the Outtakes scoring 9 out of 10 positive comments.