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.