Tube Girl goes overground in style

If you want to capitalise on social trends, you need to move fast. When Tube Girl (aka Sabrina Bahsoon) became a TikTok sensation for dancing on London Underground trains with unwavering confidence, many brands were vying for her attention – but where others talked, Bentley acted.

We connected with Sabrina to start a partnership that merged luxe with culture to capture the zeitgeist. We moved her from public transport to a more luxurious form of transportation, providing her with a Bentley convertible just in time for Fashion Week. This allowed us to create viral content that used her new-found fame to help reshape the perception of the Bentley brand with a blend of opulence and contemporary style.

Our brand platform for Bentley combines classic and contemporary luxury to appeal across generations. This campaign was designed to engage a younger audience, tapping into TikTok's cultural cachet, integrating the brand into the discourse as part of our drive to move Bentley from the luxury automotive sector to the luxury lifestyle space.

But we had to be quick. Bypassing standard approval processes in favour of agile decision-making gave us the pace we needed to place Bentley at the centre of the conversation and align them with trendsetting brands admired by our audience.

The collaboration expanded Bentley’s reach and affirmed their capacity to stay ahead in an ever-shifting cultural landscape. It engaged younger audiences in an authentic way, with paid media amplification ensuring broader impact and resonance, with current results at 3.3M video views and 334k engagements at the time of writing.

The story was also picked up in online media and syndicated by several PR and news outlets including The Independent, indy100 (with a readership of 5.4M), Yahoo News (readership 200M) and ABC News (readership 49M). All because we asked Tube Girl to swap the underground for the road.