Amazon has called on the marketing pull of one of its most costly assets, controversial TV presenter Jeremy Clarkson, to boost sales of the Amazon Fire TV Stick in the UK.

Making light of his former employers, the ex-Top Gear host who was jobless after a bust up with one of the show’s producers rides into the ad on a Segway stating: “Back in the spring as you probably remember, I suddenly became unbusy, and that was OK because I had one of these,” an Amazon Fire Stick.

Clarkson, in a self-referential nod, also describes the BBC begrudgingly as “them” while taking viewers through the Amazon Fire Stick’s VoD offering.

The slot, by Lucky Generals, also alerts users that Amazon Prime is the only place they can catch Clarkson and co’s as yet untitled auto-focused series – following him teasing production on Twitter several weeks ago. Amazon Prime is reported to have spent £160m for 36 episodes, an average of £4.5m per episode.

The slot follows reports that Argentinian courts will reopen probes into whether the show’s inflammatory use of a vehicle carrying a registration carry H982 FKL - referencing the Falklands War - constituted a crime in a nation.