As the British Broadcasting Corporation (BBC) faces questions over how it is funded, BBC Creative released a new brand film that revisits a campaign that first aired 40 years ago and reimagines a question for a new generation: “What has the BBC ever done for me?”

The short film is inspired by the 1985 BBC campaign starring John Cleese in which Cleese asks the same question in light of the public license fees that British citizens pay to fund the service. Fronted by comedian and TV host Romesh Ranganathan, the musical film is a theatrical celebration of the BBC’s contribution to British life – from the content people love, to the news people trust, to its role and impact across the UK and the world.

As he seeks to find the answer, Romesh gets the help of some 90 stars, many of whose careers have been championed by the BBC, including hosts and presenters Claudia Winkleman, Greg James, Trevor Nelson, Sara Cox, Anita Rani and Chris McCausland. Coldplay front man Chris Martin gets things started by playing a little melody in EastEnders’ Queen Vic pub where Romesh is hanging out and considering these questions. 

From there, the film weaves its way through BBC sets and studios, showcasing the sheer scale and variety of the BBC’s creative output. As it winds through famous locations, it also escorts audiences through the BBC’s extensive offerings, weaving together drama, comedy, entertainment, sport, children’s content, radio and news. It all ends up backstage at ballroom series Strictly Come Dancing, where famed journalist and documentarian Louis Theroux suggests they could just end it all right now.

The nearly four-minute piece is directed by Blink Productions’ Dougal Wilson, whose credits include theatrical film Paddington in Peru as well as John Lewis’ famous Christmas spots, with original music by Ben Foster, Ben Bailey Smith and Andy Burrows performed by the BBC Concert Orchestra and the BBC Singers. 

“Forty years after the question was first posed, we're returning to it through a new generation of stars and programs,” Justin Bairamian, director, BBC Creative, said. “The film is a creative tribute to the answer, which lies in the millions of moments that inform, educate and entertain audiences across the UK, and in the value it brings to national life.”

The film launched across the BBC’s social channels on Sunday, July 19, ahead of the World Cup final on BBC One and iPlayer. Beyond the film, the campaign will run across TV, radio, cinema, social media, digital platforms, newsletters and BBC iPlayer.