The Problem
Top Gear is a beloved automotive IP born and bred in the land of tea and crumpets. Its American counterpart was a twice-failed, bastardized version. So when MotorTrend wanted to reboot the show they faced an uphill battle when it came to awareness.
Loads of duct tape, and a can-do attitude
We decided to go big. And I mean really big. We leaned all the way into America’s penchant for the super-sized and juxtaposed it against the measured, polite approach of our from cousins across the pond.
Key art was an important facet of the ask, so we got... creative.
So we leaned into the small budget...
And American ingenuity and bigness. Bigly.
