When did you last seen an original car ad? Well Droga5 London has produced one, for Seat’s Leon Cupra 300HP which shares 60 per cent of its technology with its prize-winning racing big brother (which you can also buy if you want).
Unlike big brother though, confined to drive around the same monotonous racetrack every day and locked in a garage thereafter, the other Cupra enjoys the freedom of the open road. And that’s it.
Seat global marketing director Susanne Franz says: “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 per cent of this car’s design and performance DNA is shared with our award-winning Cup Racer. ‘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.”
It just might. Niftily directed by Biscuit’s Noam Murro.
Following hard on the heels of its global epic for Uniqlo it looks as though D5 London is hitting its straps.
Bold and brave. But is it too downbeat for petrol heads? We’ll see.
MAA creative scale: 9.