The launch of SBS‘ Top Gear Australia magazine is being done with an expected level of irreverence. The first TV ad plays with the ‘Pinky’ theme from the RTA road safety campaign, “No one thinks big of you” from New South Wales. The original shot shows women lifting their little finger to demonstrate their estimation of the size of speeding drivers’ private parts.
The magazine is being launched as SBS prepares for the down under version of Top Gear, hosted by Charlie Cox, Warren Brown, Steve Pizzati and of course, The Stig.
Click on the image below to play the video in YouTube
The Big Pinky ad was developed at The Works, Sydney, by executive creative director Damien Pincus, creative director Adrian Goldforp, art director Jonathan Palasty, copywriter Nathan Bilton, and agency producer Craig Bowles.