Drag Queens Are the Stars of Toyota's New Aygo Campaign

Documentary Films From The&Partnership Promote "Go You Own Way" Theme

Published On
Jan 10, 2018

Editor's Pick

Toyota has taken a bold step on its new U.K.--placing it in the hands of four popular drag queens.

The new effort, titled "Go Your Own Way," promotes the brand's Aygo vehicle and comes from The&Partnership, which won Toyota's pan-European business from Saatchi & Saatchi just over a year ago. It stars Stella Meltdown, Le Fil, Alfie Ordinary and Liquorice Black, who feature in four short films telling the stories of how they developed their individual, personas--with creative passion that's right at home with the Aygo brand. In the case of Stella, seen here, it's all about being able to let it "rip" in contrast to her more quiet day job in publishing.

The campaign's vibrant images will be seen on social media, digital display, and out-of-home. Documentary-maker Ben Addelman, whose work has been screened at Sundance, directed the four films.

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."


Jan 10, 2018
Brand :
Client :
Agency :
Executive Creative Director :
Andre Moreira
Creative Director :
Dominic Gettins
Art Director :
Dani Asensio
Copywriter :
Tom Sillars
Creative Planner :
Alex Fennemore
Executive Producer :
James Miller
Producer :
Ollie Creamer
Business Director :
Rob Crilley
Account Director :
Phil Rowland
Account Manager :
Mike Vinall
Director :
Ben Addelman
Photographer :
Kristian Schuller
Director, Photography :
Kristian Schuller
Editing :
Aindreas OGallchoir
Post Production :
Aindreas OGallchoir
Visual Effects :
Aindreas OGallchoir
Editor :
Kayleigh Macdonald
Producer :
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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