The brand is chasing a larger audience and positioning itself as a brand to be put back on prestige buyers’ shopping list.

Its celebration of the Mardi Gras in Sydney is complemented by its partnership with the Queer Screen film festival.

Jaguar Australia’s creative agency Spark44 produced a TVC featuring drag queen Rhumah Hazzet in a sequined gown leaving a Jaguar car.

It included the story of Alfie Arcuri, winner of The Voice 2016, who tells of how he came out as a singer and a member of the LGBTQI community.

To further involve the brand with the community, Jaguar held a “Jag Queen Service Centre” at Sydney’s Taylor Square that offered services such as make-up touch-ups through to full “drag formations” on the parade day.

Jaguar Australia managing director Mark Cameron said in a statement that the brand was “celebrating the 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”.

Spark44 managing director Jasmin Bedir told Mumbrella: “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’.”

By Neil Dowling