Jack Osbourne fronts Seat battle of the sexes car challenge

Spanish car marque Seat is teaming up with television show Fifth Gear to launch a branded online reality show pitting men against women in a series of driving challenges.

Seat, a member of the Volkswagen group aims to build awareness, engagement and loyalty among 18 to 44-year-olds looking to buy a new car and claims that the “Seat Sex Drive” will “settle once and for all” whether men or women are better drivers.

Seat is set to launch the first phase of the campaign to recruit contestants via Facebook, the UK arm of the car maker’s Club Seat website and a media partnership with IPC Media titles Nuts and Now.

A public vote will then pick 300 drivers to take part in a series of driving auditions, and go on to choose four male and four female finalists will take part in a number of filmed driving challenges in a Seat Leon Cupra R as part of the seven part series.

The online show will be presented by Fifth Gear’s Vicki Butler-Henderson and Jonny Smith.

The men’s team will be supported by Jack Osbourne, while the women’s team will be supported by Big Brother presenter Emma Willis.

Everybody that enters will become a member of Club Seat, the car marque’s loyalty scheme, and will have access to competitions to win VIP tickets access to upcoming Seat-sponsored events such as Reading & Leeds Festivals, Scottish Football Association and Rugby Union events.

The Seat Sex Drive was developed by interactive agency AnalogFolk. Media planning and buying was handled by MediaCom.

The reality show will be produced by North One Television.

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