Seat, a member of the Volkswagen Group, is promoting the new Ibiza Cupra model with an advertising campaign providing an irreverent spin on the legend of Cupid. The campaign includes a television commercial, bus stop billboards and print advertisements, each showing a tattooed version of the legendary love archer flying above the Ibiza Cupra and firing heart-shaped arrows at people as they see the car for the first time.
Click on the image below to play the Cupid video in YouTube (HD)
Music is “Yes it’s true”, a track by 1950s vocal group The Cashmeres, composed by Ernest Kelley.
You know there’s romance everywhere
But you know I, I don’t care
No matter what they say
I’ll always be in love with you.
You know it’s true
It’s so true
You know I’ll gladly, gladly tell the world
Downoad “Yes it’s true” online at iTunes: Yes It’s True – Yes It’s True (As Heard on the 2010 SEAT Ibiza/Cupra UK TV Car Commerical)
Seat’s winged love warrior is about to launch is own Facebook page. The online advert will be joined by an interview with Cupid.
Seat UK national communications manager, Rob Taylor, says: “The premise of this campaign is built around the obvious love for SEAT’s sexy new Ibiza models. But, Seat being Seat, we knew we couldn’t go for the clichéd image of a Cupid-style persona. We wanted to develop a different type of character, an archer with real attitude and street cred who spreads the love for Ibiza in an inimitable way.”
The Cupid campaign was developed at Atletico International, Barcelona, by executive creative director Arndt Dallmann, creative director Jonny Biggins and Jason Bramley, art director Alexander Scharlach, copywriter David Mueller, agency producers Christian Métrailler and Roger Lairisa, account director Chacho Hernandez Wolters and account executive Christian Stark, working with SEAT S.A. marketing/communication manager Reinhard Patzschke, and international marketing team Silvia Balart and Ana Sanchez.
Post production was done at RedRum Post, Stockholm.