A Race Car Longs for the Open Road in This Spot for Seat

A Tale of Two Cars

By Alexandra Jardine. Published on Mar 09, 2017

Editor's Pick

Racecars are usually perceived as more glamorous than ordinary road cars, but the latest campaign from Seat sets out to "flip the logic."

A new film, the first work for the brand by Droga5 London, reveals how monotonous life is for a lonely racecar. It's forced to race round the same circuit every day, whatever the weather, and locked up in a garage at night. After we see the car repeat the same motions day after day, it's finally passed by a SEAT Leon Cupra speeding by on the road outside, and there's a moment of pathos. The tagline is "A racecar set free."

The aim is to underline that 60% of the Leon Cupra's car's technology and parts are shared with that of Seat's racing model, the Leon Cupracer Evo 17 -- but that everyone can buy the Cupra.

The spot was directed by Noam Murro via Biscuit, while Dustin O'Halloran, who was Oscar-nominated for his original score on the film "Lion," composed and arranged the emotive soundtrack.

The ad will run in Europe and Mexico in cinemas, online and at motor shows, including Geneva where it launches this week.

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Mar 09, 2017
Droga5 London
Chief Creative Officer:
David Kolbusz
Executive Creative Director:
Rick Dodds
Executive Creative Director:
Steve Howell
Dan Morris
Teddy Souter
Art Director:
Charlene Chandrasekaran
Art Director:
Frazer Price
Senior Designer:
Haider Muhdi
Head of Production:
Chris Watling
Agency Producer:
Goldie Robbens
Head of Strategy:
Toto Ellis
Production Company:
Biscuit Filmworks
Noam Murro
Director, Photography:
Jan Richter-Friis
Executive Producer:
Charlotte Woodhead
Kwok Yau
1st Assistant Director:
Jay Arthur

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