Drag Queens Take Toyota For a Spin

Japanese Automaker Invites Drivers to 'Go Your Own Way'

By Emma Hall. Published on Jan 10, 2018

Editor's Pick

When The&Partnership won Toyota's pan-European business from Saatchi & Saatchi just over a year ago, no one would have expected the new marketer-agency relationship to produce a campaign featuring four well-known drag queens showcasing their own individual, flamboyant styles.

But Stella Meltdown, Le Fil, Alfie Ordinary and Liquorice Black are the surprise stars of the Japanese automaker's new U.K. campaign for the Aygo, which invites drivers to "Go Your Own Way."

The vibrant and dramatic images will be seen on social media, digital display, and out-of-home. In addition, documentary-maker Ben Addelman, whose work has been screened at Sundance, has directed four short films to go with the campaign, capturing the personality and story behind each of the performers.

Dom Gettins, creative director of Team Toyota at The&Partnership, says, "This was a very different campaign to work on. Liquorice, Stella, Le Fil and Alfie are true creatives in their own right, and collaborating with them… has been an interesting and rewarding process."

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Jan 10, 2018
Executive Creative Director:
Andre Moreira
Creative Director:
Dominic Gettins
Art Director:
Dani Asensio
Tom Sillars
Creative Planner:
Alex Fennemore
Executive Producer:
James Miller
Ollie Creamer
Business Director:
Rob Crilley
Account Director:
Phil Rowland
Account Manager:
Mike Vinall
Ben Addelman
Kristian Schuller
Director, Photography:
Kristian Schuller
Aindreas O'Gallchoir
Post Production:
Aindreas O'Gallchoir
Visual Effects:
Aindreas O'Gallchoir
Kayleigh Macdonald
Kayleigh Macdonald
Visual Effects Supervisor:
Kayleigh Macdonald
Audio Producer:
Grand Central Recording Studios
Music Company:
Media Planner:
Paddy Williamson
Media Planner:
Sophie Fyles
Social Media Planner:
Segun Ogunsheye

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