A racing car is the pinnacle of automotive excellence in engineering and technology. It lives a pampered life. A pampered life that means it spends its nights in a cage inside a garage, protected from the elements. And its days driving around the same monotonous race track.

It never sees the open road. Droga5 London has turned this imaginative thinking into a heart-tugging story that establishes the credentials of SEAT in its first campaign for the brand.

For years, SEAT has raced and won in competitions such as the World Rally Championships and the World Touring Car Championships with their models. The new SEAT Leon CUPRA 300HP road car (that everyone can buy) shares 60% of its technology and parts with the SEAT Leon CUPRACER Evo 17.

This story could have been told in a dull voiceover. Droga5 hasn’t done that. Instead it tells the story of a lonely racing car and a SEAT Leon CUPRA, that gets to enjoy the exhilaration of the world’s roads.

Rick Dodds, executive creative director, noted, “For a film virtually completely devoid of humans, it’s packed full of humanity. The emotional connection you make with this metallic beast of a car, is testament to the endless skills of Noam (director), Jan (DOP), Bill (editor) and Dustin (composer). Through timeless storytelling, composition and orchestration they give SEAT’s award winning race car feelings, a sense of longing and a dream of freedom. And yet never cross the line and turn it into Herbie.”

Dustin O’Halloran, who was Oscar-nominated for his original score on the film, Lion, composed and arranged the soundtrack for the film.

The film’s director, Noam Murro, was twice named Director’s Guild of America’s director of the year. His ads include Boots’ famous Homecoming spot for Christmas 2014, and BBH New York’s Thanksgiving Parade ad for Macy’s last year.

Susanne Franz, global marketing director marketing communication at SEAT, S.A., commented, “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.”

The ad will run in Europe and Mexico in cinemas, online and at motor shows, including Geneva where it launches this week.

David Kolbusz, chief creative officer, said: “Long has the loneliness of the open road been the affliction of many a journeyman. Spare a thought, however, for the car in which he drives. The endless asphalt and concrete is its reason for being. The horizon line, its salvation.”

Credits:

Agency: Droga5 London