Client: BBC Three
Date: Sep 2019
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The BBC’s campaign to welcome hit TV show RuPaul’s Drag Race to UK screens saw it parade a pair of giant legs down a Manchester high street before releasing a film revealing the nation’s best Queens.

RuPaul’s Drag Race is the Emmy-award winning reality show that, after a long run in the US is finally making its way to the UK next week.

It will air on the BBC and in anticipation the broadcaster ‘s Marketing and Creative teams have created a unique trail to pay tribute to the cultural phenomenon.

BBC Creative started building excitement for the arrival of RuPaul’s Drag Race UK by recreating RuPaul’s famously long legs and sashaying them through the Manchester Pride Parade.

An eccentric trailer for the show was revealed this week and sees this year’s contestants in a 70s-style living room which is then transformed into a disco.

Susan Ayton, creative director at BBC Creative said: “Our launch trail depicts our Queens as one big family, each of them jostling to catch RuPaul’s eye and emerge victorious to be crowned the UK’s first drag superstar.

“The campaign doesn’t beat around the bush, shouting loud and proud that this televisual event is happening only on BBC iPlayer.”

Nicola Carr, portfolio head of marketing, BBC Two, Three and Four added: “We are thrilled to welcome Ru Paul’s Drag Race UK to BBC Three. The show is the perfect brand fit and this campaign is a great way of connecting with young audiences in a way that’s fun and fabulous!”

“This campaign aims to get the whole nation excited for the best thing that will ever happen in their lives”

RuPaul’s Drag Race UK lands on BBC Three on 3 October.


BBC Creative: ECD Laurent Simon

BBC Creative: Head of Planning Mike Lean

BBC Creative: Head of Production James Wood

BBC Creative: Creative Director Susan Ayton

BBC Creative: Creative Charlotte Humphries

BBC Creative: Creative Olga Chwilowicz

BBC Creative: Pictures Chris Hill

BBC Creative: Producer Vicky Mortell

BBC Creative: Production Manager Sophie Knott

BBC Creative: Head of Project Management Metzti Bryan

BBC Creative: Planner Rosanagh Ker

BBC Creative: Digital / Social Ashley Temple

BBC Creative: Design Johnny James, Sophia Ace, Nolan Al-irimi

BBC Creative: Editor Sion Thomas

BBC Portfolio: Head of Marketing Younger Audiences Nicola Carr

BBC Marketing Manager Leanne Johnson

BBC Marketing Executive Jo Earthy

BBC Media Portfolio Lead Emily Wilson

Campaign Planner Louise Buckley