Toyota has enlisted four drag queens to promote the launch of its new hatch in the UK, the Aygo, which is targeted at the Millennial female market.
The first of the series of ads features drag artist Stella Meltdown and includes a wonderful interlude where you see her alter-ego’s day job at a conservative book publisher.
Delivered by London agency The&Partnership and called ‘Go Your Own Way’, the ads will feature a series of drag queens including Stella, Liquorice Black, Le Fil and Alfie Ordinary. Check out the first of the fun ads below:
Commenting on the campaign, The&Partnership’s Dom Gettins said: “This was a very different campaign to work on – Liquorice, Stella, Le Fil and Alfie Ordinary are true creatives in their own right, and collaborating with them to bring the cheeky personality of Aygo to life has created four unique pieces of work, each with its own flavour and personality.”