The Altea Seat is being promoted in the UK as a family car with a racy print advertising campaign showing that the choice of family car need not rule out spontaneity and adult activity. A thirty-something couple run naked over a beach towards the water, ready for skinny dipping. “Dirty weekends should be more than watching the kids play football”, the opening phrase, is linked with the strap line, “The new SEAT Altea, because life shouldn’t stop with a family car”.
The cheeky press campaign is being supported by a new national radio advert in which a youngster and his mum, driving in an Altea XL, awkwardly discuss mum and dad’s forthcoming ‘picnic’ which is set to include strawberries, cream… and chocolate body paint!
The new adverts, commissioned by SEAT UK National Communications Manager Rob Taylor, are the work of Spanish firm Atletico.
Professional models Maria Maquilon and Timothy Cordukes were photographed at 4.30 am in the Ebro Delta near Barcelona.
Even the discarded clothing was carefully researched for the shoot – with the longest discussion among the 20-strong production team involving the bra which it was felt needed to be neither too sexy, nor too ‘comfortable’
Rob Taylor explained: ‘We really wanted the campaign to carry some of the ‘SEATTITUDE’ that we believe runs right through our sporty Spanish brand. Opting for a slightly risqué style does just that, and shows SEAT drivers really have a lust for life!’