The Drum Awards Festival - Official Deadline

-d -h -min -sec

BBC Marketing

Ads We Like: BBC’s loud and proud campaign to welcome RuPaul’s Drag Race to screens


By Jennifer Faull, Deputy Editor

September 26, 2019 | 3 min read

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 lands in UK

RuPaul’s Drag Race, the Emmy-award winning reality show, after a long run in the US is 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 Three: RuPaul's Drag Race by BBC Creative

By BBC Three

Overall Rating 5/5

Vote now
BBC Marketing

More from BBC

View all


Industry insights

View all
Add your own content +