Romesh Ranganathan has rebooted the BBC's iconic 1985 licence fee advert, originally fronted by John Cleese, with a new musical version featuring about 90 famous faces. The advert, directed by Dougal Wilson, premiered during the World Cup final and was launched on social media on Sunday morning.
What Has the BBC Ever Done for Me?
In the original 1985 advert, John Cleese complained about the £58 licence fee, only to be corrected by a string of stars including David Attenborough, John Humphrys, Terry Wogan, and David Jason. The new version sees Ranganathan grumbling in EastEnders' Queen Vic pub, surrounded by household names such as Chris Martin, Claudia Winkleman, David Jason, and Greg James. The advert then takes viewers on a whistle-stop tour of BBC shows and services, featuring stars from Alan Carr to Cate Blanchett, Hey Duggee to Clive Myrie.
BBC Faces 'Moment of Real Jeopardy'
The BBC's director general, Matt Brittin, recently described the corporation as facing “a moment of real jeopardy” due to a decline in licence fee payments and the rise of rivals such as YouTube, TikTok, and streaming services. In the last year, half a million more households opted out of paying the licence fee, a faster decline than expected. The advert aims to illustrate what could be lost, with Louis Theroux appearing backstage at Strictly Come Dancing, hand on a giant on/off switch marked BBC, saying: “You know, none of this has to exist, if we don’t want it to.”
Ranganathan Defends the BBC
Ranganathan defended the rationale behind the new version, stating: “I strongly, strongly believe that the BBC should exist and, look, don’t get me wrong, I don’t think it’s without its flaws. There have definitely been times and issues where I wished it could have dealt with things differently – but I feel incredibly passionate about the fact that we should have it and it adds so much to our lives. And I’m really proud of it.” He added: “I really do feel strongly that we should have a BBC and I think that there is nothing else that does what the BBC does.”
Mixed Reactions to the Advert
The film has received positive reaction from some viewers but a lukewarm response from others. The Telegraph complained that the selection of BBC offerings was “notably middlebrow,” while the Times noted that it was a rehash of an old idea, “sorely emblematic of so much TV content these days on the BBC, but also elsewhere.”
Historical Context of BBC Promotional Films
The BBC has produced several star-studded promotional films over the years, including versions of the Beach Boys' God Only Knows and Lou Reed's Perfect Day. Chris Packham recently highlighted Cleese's original ad as “genius” while promoting an open letter in defence of the corporation. The new advert acknowledges the BBC's impact on Ranganathan's career, with Clive Myrie pointing out he fronts The Weakest Link, Sara Cox reminding him he hosts a Radio 2 show, and Chris McCausland highlighting his “hip-hop podcast on Sounds.”
