Seat debuts “defiant spirit” – and forgets about the car

Seat is launching its what it calls its first UK brand campaign (didn’t Droga5 produce a rather good ad for them a while back?) and here it is, handily titled ‘Because them, us.’ Which may be a sign of trouble to come.

By a Barcelona outpost of DDB called c14torce. There’s also a tie-up with a mental health charity.

Seat UK head of marketing Andy McGregor says: “‘Because them, us’ is a celebration of progressive thinking. We know our audience well and feel that this campaign really captures the positively defiant spirit that Seat shares with them. It is a real call to action and we are hugely excited to see how the audience reacts.

“The television ad is one element of a comprehensive campaign..and we are ready and waiting to discuss future collaboration opportunities with like-minded challenger organisations that feel inspired by the campaign.”

Or bemused perhaps.

As P&G nearly said for Tide, “It’s a car ad.”

Only it isn’t, it’s minute of irrelevant guff promoting a would-be experience. With modish, “purpose-driven” trimmings.

What are these people on?

MAA creative scale: 2.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.


  1. Utter garbage. Worst car ad in years.

  2. More like a public service ad assuring millennials that it’s okay to be stuck in marginal jobs.