MTV’s incessant “lifestyle” programming occassionally yields a gem, such as the car makeover series Pimp My Ride, which is now revving up a British version. The US original (presented by the rap star Xzibit) has been a surprise hit, becoming MTV UK’s highest-rated show, with nine million viewers. Its pleasure would seem to lie in giddy aspiration, as suburban Americans have their old bangers overhauled with luxury trappings — chrome fittings here, throbbing speakers and a fountain there.
Everything seems greyer in the British version, including the weather and the presenter Tim Westwood’s hair. No matter, because the ageing hip-hop DJ (who owns six customised “rides”, and was once shot in a car) is an affable host, even if he is given to throwing shapes and explaining: “Nowadays I’m a big dog! And I like cars that bang in your face!” The first show’s contender is a 25-year-old photography student whose flaky old Morris Minor is transformed into her dream wedding car. Just as in every episode of Pimp My Ride, this process involves hysteria, flaming metallic paintwork and a massive sound system. The results champion fun over functionality (although you can’t help wondering how it affects the insurance premium).
Britain will surely embrace Pimp My Ride. Its terminology is catchy (the US series once featured reverse-hinged “suicide doors”), and this country obviously has its own culture of customised cars — a cool firm from Essex supplies the makeovers here. The fundamental difference is that Britain can’t credibly copy American bling, despite Westwood’s attempts. Forget “ghetto fabulous”, but a cruise down your local cul-de-sac has never looked sharper.
Pimp My Ride, Sunday, MTV, 10pm