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 themâ€¦ has been an interesting and rewarding process."