In the mid-2000s to early 2010s, Top Gear was a television phenomenon, drawing in celebrities and rare supercars from around the world. However, during its early relaunch years, the show struggled to secure some of the most coveted vehicles for filming. One such car was the Ferrari Enzo — a limited-edition flagship supercar named after its founder, Enzo Ferrari, with very few examples in the UK.
The challenge of sourcing an Enzo was resolved thanks to Pink Floyd drummer Nick Mason, who agreed to lend his own Enzo to Jeremy Clarkson. The arrangement came with an unusual twist, as revealed by Mason on Benedict Fowler’s Road To Success podcast.
Mason explained that while Top Gear initially couldn’t borrow the car for free, he saw an opportunity to promote his recently published book. He shared, “I said, ‘Shame, because I’ve just done this book and it would be quite a nice thing to get it on television.’” Clarkson responded by cleverly incorporating the book into the segment, exceeding typical expectations for a product mention on the show.
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Former Top Gear producer Andy Wilman later revealed the gravity of this moment, noting in a message to Benedict Fowler: “By BBC rules we weren’t supposed to plug his book in exchange for the loan of the Enzo. But we thought, eff it, we’re happy to do that.” This infamous segment became a legendary example cited in BBC editorial standards trainings about product placement and advertising rules.
Ultimately, this unique episode not only showcased one of the rarest supercars but also sparked a memorable on-air endorsement that defied BBC rules. As Top Gear’s popularity soared, moments like these helped cement its reputation as one of the BBC’s most iconic motoring programmes.