Seat UK is there to find an answer to one the most arguable male/female issue of the recent decades: “Who is the best driver—a man or a woman?” To put an end to long-time debates, the Spanish automaker teamed up with the popular Fifth Gear program and interactive agency AnalogFolk to develop a challenge titled Seat Sex Drive, which will help determine which of the sexes has more rights to get behind the wheel.
The Seat Sex Drive project, targeted at 18– to 44–year-old consumers, is designed as a reality show, which will have two teams of four contestants each battling for the honour to be called the best drivers and defend their sex. To take part in the challenge, fans of extreme driving are invited to the project’s page, where they can apply for a chance to be in the final team.
The public will vote for the potential contestants, who will submit their request to be taken into the show, and in the end, 300 people (150 pairs of drivers) will go to the filmed audition. During two days, September 21-23 they will have to do their best in “Cops and Robbers,” “Pitstop Challenge” and “Gladiator Arena” tests. The most skilled ones will be chosen to form two teams of 4 men and 4 women and take part in the Grand Final, which will be later steamed online as an reality show, split into 7 parts. The teams will have celebrity captains—reality TV star Jack Osbourne will support the gentlemen and Big Brother presenter Emma Willis will back the ladies.
The members of a winning team will become a part of the official Seat UK team in the 2011 Britcar Championship and will get trained to pass MSA race licence. Seat will also give out nice prizes for lucky draw winners: UEFA Europa League Final tickets for men and Shakira concert tickets for ladies.
Those, who don’t want to drive, but are still willing to participate in the project, can choose their ‘rival’ out of friends of opposite sex via Facebook Connect and select the forfeit, which is to be paid when the challenge ends. The initiator picks out the penalty from the list (to be a cleaner, a chef, a jester, a masseur, etc. for a period of a week), but Seat warns that if the team of your sex loses, you will have to take on the forfeit.
To stay tuned in, visit Men and Women teams pages on Facebook.