Jeremy Clarkson was racing two colleagues across Italy and France and then back to the City's Tower 42 in the world's most expensive and fastest car, the Bugatti Veyron.
Dubbed the 'bullet car', with a top speed of 250mph, the Veyron was way ahead in the race when Clarkson decided to while away some spare time by trying to find an insurance quote for the supercar.
The testosterone-fuelled broadcaster asked the call centre staff operator: "Is this the insurer which says it can quote me happy?" The reply was: "Yes it is."
After 25 minutes giving his personal details, Clarkson was then asked if the Bugatti was a "type of Rover".
Following a pause for his howl of derision, Clarkson was informed that Norwich Union does not insure Bugatti cars.
Clarkson's response to the whole affair:
"I have now been quoted miserable."