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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here