The&Partnership dresses Toyota in drag for Aygo campaign

Toyota has enlisted four drag queens for its new multi-media Aygo campaign through The&Partnership – as you do – to celebrate “the bold cheeky personality of the Aygo” (a small car).

Toyota brand awareness manager Emma Lane says: “We love this campaign – it’s colourful, vibrant and the expressive nature of each of the four artists’ work beautifully captures the playful spirit behind Aygo.”

Running footage it ain’t.

The&Partnership won all Toyota’s European business, including media, at the tail end of 2016. Would it, though, produce a creative spark?

Answer seems to be yes,

MAa creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.