Romesh Ranganathan was paid to front a new campaign which answers the question “what has the BBC ever done for me?” while other celebrity cameos were unpaid, it is understood.
The comedian and actor, 48, led nearly 100 stars in a three-minute film promoting the national broadcaster, which sees him travel through a string of the best-known BBC programmes, sets and studios.
He is joined by household names including Coldplay frontman Chris Martin, broadcaster Louis Theroux and Strictly Come Dancing judge Anton Du Beke.
The BBC declined to disclose how much Ranganathan was paid for the ad, and a spokesperson said: “We don’t provide third party costs for commercial reasons.
“Like other broadcasters, we promote our services creatively to ensure audiences across the UK can get best value from the BBC.”
It is understood Ranganathan was paid due to the significant time commitment required during filming.
All other individuals who had cameos did so for free, the Press Association understands.
Creative development on the film was done in-house at the BBC, and the majority of people gave their time for free.
The campaign video kicks off with Ranganathan in EastEnders’ famous Queen Vic pub reading the front page of a paper that asks “Is the BBC really worth it?”.
The comedian and actor then tells barmaid Tracey – played by Jane Slaughter – “it’s a good question”.
“You have got to ask – what has the BBC ever done for me?” he says.
As a man plays the piano with his back turned to the camera, he is then revealed to be Martin, before a string of stars are rolled out including Claudia Winkleman.
As Ranganathan puts it: “If you’re a fan of Ian Beale, or if The Traitors has any appeal, who cares if they’ve raised two and a half billion for charity, what has the BBC ever done for me?”
He then steps out onto the street, telling viewers how the BBC was responsible for “introducing the nation to Adele”, verifies news “thoroughly” and also offers Mary Berry, Glastonbury and “celebs on the telly”.
Inspired by the 1986 BBC campaign featuring John Cleese, the new film reimagines the question for a generation 40 years later.
The campaign film also features Alan Carr, Peter Capaldi, Sara Cox, Graham Norton, Vernon Kay, Greg James and Ruth Jones.
Other stars include Cate Blanchett, Daisy Ridley, Chris McCausland, Clive Myrie and Stacey Solomon, as well as Pudsey Bear and a number of Daleks.
Wrapping up the ad, text on screen reads: “There’s a BBC for each of us. Funded by all of us.”
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