Jaguar, in partnership with LGBTQ+ media brand Attitude magazine, has launched an online mini-series with four drag queens - coincidentally coinciding with Ru Paul's Drag Race coming to the UK on the BBC.
The charity drive, hosted by Channel 4’s Drag SOS star Cheddar Gorgeous, sets her against participants Courtney Act, Peppermint, and The Vivienne in quarter-mile drag races behind the wheel of Jaguar’s all-electric I-PACE.
The fastest driver will win £10,000 for their chosen charity. The runner-up will bag £6,000 for their charity, with the remaining queens taking £2,000 each. Fans are also encouraged to support the queens’ chosen charities.
Anthony Bradbury, Jaguar Land Rover UK marketing director, told The Drum that it has been working with Attitude since 2016, with the goal of "challenging stereotypes of what an automotive campaign can be.
"The industry has a stereotypically masculine image, so it’s important we use our platform to challenge that perception and reflect the diversity not only in our customer base but our employee network."
He said the Jaguar Land Rover's Pride community now has over 450 members. "It was a collaboration between an LGBTQ+ led client team of Markus Carlson (national comms manager) and Thomas O’Connell (senior lifestyle press officer), Attitude and partnership agency, The Story Lab, to ensure the campaign was fun but purposeful."
The series will be shared across the social channels of both brands this week.
Mike Buckley, head of partnerships at Attitude, said the media brand has 25 years of experience and can reach audiences in print, digital, social media and events, as well as a database that can help generate ideas from audience insight.
The long-standing Jaguar partnership has previously been focused on Jaguar's involvement in the Virgin Atlantic Attitude Awards
"They've been a dream partner since the start, committed to providing bespoke content for our audience. A number of concepts were initially presented by us to them but they wanted to be even more fearless that we thought they did. So Jag Race was their idea which we developed, produced and distributed for them."
Buckley added: "Their commitment to the LGBTQ+ audience is there for good. Over the years of working together we have gradually moved to create bigger, bespoke ideas as Jag Race shows. I'm excited to see what the future partnership holds and what we do together next year."
Vote for the campaign below in The Drum's Creative Works.