Droga5 London’s first work for SEAT builds a powerful connection between the brand and the audience through the simple story of a race car, confined to the track.
For years, SEAT have raced and won in competitions such as the World Rally Championships and the World Touring Car Championships with their models. With the new SEAT Leon CUPRA 300HP road car (that everyone can buy) sharing 60% of its technology and parts with the SEAT Leon CUPRACER Evo 17, we wanted to both celebrate its race car credentials AND make a link to the road car that was credible and compelling to our audience.
So to influence the conversation around this new car we flipped the logic. The race car may be the pinnacle of automotive engineering and technology, but it is condemned to drive around the same monotonous loop, day after day, in all weathers, and then spend every night locked up in a garage. In contrast, the new SEAT Leon CUPRA 300HP is free to enjoy the exhilaration of the open road. It is a race car set free.
Noam Murro’s direction brings out the stories of the two cars. The trapped race car that longs for the freedom of the open road the new SEAT Leon CUPRA that can enjoy the exhilaration of the world’s infinite roads.
Susanne Franz, Global Marketing Director Marketing Communication at SEAT, S.A., said, “The new SEAT Leon CUPRA 300HP is the fastest and most powerful street car that SEAT has ever produced. To underscore this moment, we wanted to make a bold statement about the fact that 60% of this car’s design and performance DNA is shared with our award-winning Cup Racer formula. ‘A race car set free’ sets an exciting new tone for CUPRA and, alongside our sponsorship of this year’s Superbike World Championship and Ducati MotoGP team, begins to establish its pedigree as a mark of high performance.”
The ad will run in Europe and Mexico in cinemas, online and at motor shows, including Geneva where it launches this week. David Kolbusz was the chief creative officer on the project, which was art directed by Charlene Chandrasekaran and Frazer Price, and written by Dan Morris and Teddy Souter. The executive creative directors are Rick Dodds and Steve Howell.
Dustin O’Halloran, who was Oscar-nominated for his original score on the film “Lion,” composed and arranged a bespoke soundtrack for the film.
Noam Murro was twice named Director’s Guild of America’s director of the year. His ads include Boots’ famous “Homecoming” spot for Christmas 2014, and BBH New York’s Thanksgiving Parade ad for Macy’s last year. Murro has worked with brands including Nike, Lynx, Volkswagen, Heineken, AT&T, HBO, Pepsi, Levi’s and Sony PlayStation.
Rick Dodds, Executive Creative Director, said: "For a film virtually completely devoid of humans, it's packed full of humanity. The emotional connection you make with this metallic beast of a car, is testament to the endless skills of Noam (director), Jan (DOP), Bill (editor) and Dustin (composer). Through timeless storytelling, composition and orchestration they give SEAT's award winning race car feelings, a sense of longing and a dream of freedom. And yet never cross the line and turn it into Herbie."
David Kolbusz, Chief Creative Officer, said: "Long has the loneliness of the open road been the affliction of many a journeyman. Spare a thought, however, for the car in which he drives. The endless asphalt and concrete is its reason for being. The horizon line, its salvation."