Jaguar tells Australians they are ‘fit for a queen’ in Mardi Gras TV ad

Jaguar is celebrating Mardi Gras and its film festival Queer Screen with its ‘Fit for a Queen’ campaign, which aims to celebrate individuality and storytelling.

Created by Spark44, the TV ad features popular drag queen Rhumah Hazzet as she steps out of a Jaguar in a sequinned gown.

The campaign also includes Alfie Arcuri, winner of The Voice 2016, as he tells the story of how he came out as a singer and member of the LGBTQI community.

In addition, Jaguar is holding a “Jag Queen Service Centre” at Taylor Square on Oxford Street which will offer Sephora touch-ups and “full drag-formations” on the day of the parade.

Mark Cameron, managing director of Jaguar Land Rover Australia, said in a statement: “We’re extremely proud to be partnering with Queer Screen’s 26th Mardi Gras Film Festival and to celebrate
the spirit of the festival with our Jag Queen Service Centre.

“We are excited to celebrate creativity, equality and diversity with the incredible line-up of LGBTQI talent and films in this year’s festival, and of course to have some fun at our Jaguar Service Centre.”

Jasmin Bedir, MD of Spark44 Sydney, added: “We’re very proud of the campaign we have created for Jaguar Australia together with our partner agencies. We love the fact that we were able to work with and support a group of people who are the ultimate expression of creative storytelling – our “Jag” Queens.”


  • Spark44
    Jasmin Bedir – Managing Director
    Matt Johnson – Creative Director
    Colin Sevitt – Senior Creative
    Salil Kumar – Account Director
    Madeleine Batkin-Walkerden – Art Director
    Alec Burman – Copywriter
  • Erinna Lambert – Senior Producer
    Jaguar Land Rover
    Emily Johnson – Brand Events & Sponsorship Manager
    Romy Briers – Digital Marketing Manager
    Thomson Street
    Alistair Thomson – Director
  • BLACK Communications
    Naomi Parry – Director
    Natalia Sakowicz – Account Director

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