Jeremy Clarkson For Prime Minister?

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With Trump’s election in the US, could we in the UK see a celebrity Prime Minister? And is Jeremy Clarkson that man? Who might the other contenders be if it were to happen? The iconic Jaguar car company has had a rebrand and it has been less than well received. What are the secrets to a successful rebrand? And finally on this episode we celebrate a format that is bucking the trend of declining audiences on linear TV, the quiz show. With their success only getting bigger, will they outgrow their traditional home?
Producer: Neil Fearn + Joey McCarthy
Executive Producers: Tony Pastor + Jack Davenport

The Sensation Band
James Kanagasooriam
The Ehrenberg-Bass Institute for Marketing Science
YouGov: The most popular TV personalities (Q3 2024)
Watch the Jaguar Re-brand Launch Video: Jaguar | Copy Nothing

Inside This Episode

Jeremy Clarkson as a potential prime minister: The discussion explores Clarkson’s suitability as a celebrity politician, sparked by his speech at the Farmers’ March protesting inheritance tax changes. His ability to connect with various British demographics through humour, storytelling, and plain-speaking is highlighted. Clarkson’s show, Clarkson’s Farm, is cited as an example of how he humanises complex issues like farming, making him relatable to both rural and urban audiences.
Celebrity politics: The episode contrasts the slower turnover of celebrities compared to the rapid political changes in the UK since 2016. Pollster James Kanagasooriam notes how public fatigue with conventional politicians opens doors for charismatic figures from outside the political sphere. The discussion considers whether the UK’s party-based system can accommodate a celebrity leader in the mould of Donald Trump or Ronald Reagan.
Martin Lewis as a potential prime minister: Martin Lewis, founder of MoneySavingExpert, is praised for his public trustworthiness and practical advice, with only 4% of the public holding a negative opinion of him. The hosts speculate that Lewis’s technocratic style would contrast with Clarkson’s bombastic approach. Lewis’s ability to offer cost-free public good makes him a unique candidate, although he remains untested politically.
Jaguar rebrand controversy: The recent Jaguar advertisement is criticised for lacking clarity and connection with its target audience. The hosts discuss the concept of “woke capitalism” and whether the ad’s high-concept visuals alienate Jaguar’s core customers. Despite the negativity, Jaguar’s slogan, “Copy Nothing,” is acknowledged as a strong branding ethos, and the new design may make sense when the full car is unveiled.
The enduring popularity of quizzes: Quiz shows like Pointless and The Chase are celebrated as cost-effective TV mainstays drawing millions of viewers. Their appeal spans demographics, offering both entertainment and mental engagement. The hosts predict a future shift to digital platforms, where quizzes could become even more interactive and profitable, with producers bypassing traditional TV networks.

Media Mentions

Television Shows

Live Events

Jaguar’s unveiling of a new car at the Miami Art Fair.
The Rest Is Entertainment’s Albert Hall live show.

Hot Takes

“Could Jeremy Clarkson be prime minister?”
“I’ve done pilots that have gone longer than Liz Truss’s premiership.”
“Martin Lewis did more than about three government ministers put together.”
“Jaguar’s rebrand looks like a load of stuff—it could be an advert for, I don’t know, Debenhams five years ago.”
“The tills in Morrisons [were] being put on a low beep [after the Queen’s death]—half mast!”
“I genuinely think that’s torture to the people who work there [about Poundland’s Christmas tills].”

Who’s Who

Jeremy Clarkson
Nigel Farage
Martin Lewis
David Attenborough
James Kanagasooriam Pollster and researcher, associated with Focal Data
Victoria Derbyshire
Boris Johnson
Andy Wilman
David Tennant
David Ogilvy British advertising tycoon known as the “Father of Advertising”

Notable Numbers

80 years: Mentioned as the length of time the UK system has made it difficult for outsider politicians to become prime ministers.
#1: Position of David Attenborough in YouGov’s most popular TV personalities
4%: The percentage of people who hold a negative opinion of Martin Lewis, according to YouGov.
£100,000+: The anticipated cost of Jaguar’s upcoming luxury cars.
6:1: Ratio by which Land Rover outsells Jaguar.
95:5: Advertising rule focusing on brand-building for the 95% of people not immediately in the market