The power of not following the road most taken has never been clearer than in this Cupra commercial by &Rosàs. The gripping film reinterprets the Ollivanders scene, one of the most famous scenes from Harry Potter and the Sorcerer’s Stone, bringing the concept of “being chosen” into the world of driving. Here, it’s not the driver who chooses the car, but the car that chooses the driver.
The Chosen One places Tom Felton, best known for his role as Draco Malfoy in the Harry Potter saga, in a setting designed as an archive of steering wheels, where, after trying different options, it is the CUPRA wheel that ultimately selects him, creating a symbolic connection between human and machine
Beyond its visual reinterpretation, The Chosen One builds a narrative around the idea of choice as something emotional and instinctive. Rather than a rational decision, the campaign proposes an almost irrational bond between driver and vehicle – where desire, intuition, and personal identity take centre stage. It’s a relatable moment, a shared cultural code placed in an unexpected context.
Casting Felton reinforces the link to the Harry Potter universe, tapping into one of the saga’s most recognisable moments and connecting with global audiences through nostalgia and instant recognition.
“We started from a very CUPRA idea: the relationship between driver and car is emotional, almost irrational. And what better way to tell it than by reimagining one of the most iconic scenes from the greatest saga in the world,” stated Pol Martínez, executive creative director &Rosás.
The range campaign features three of the brand’s models – CUPRA Formentor, CUPRA Terramar, and CUPRA Leon -integrated into a content system that allows the execution to be adapted across different markets.
Paz de Dalmases, campaigns and content lead at CUPRA, cmmented, “Our goal is to appeal to emotions and create a real connection with people. In an environment saturated with messages, the key to standing out and staying relevant is creativity—understood as the ability to communicate in a different, innovative, and authentic way.”
Patrick Sievers, global marketing director at CUPRA, added, “This is one of CUPRA’s most ambitious campaigns, backed by a global strategy designed to inspire audiences across markets. Working with Tom Felton allows us to connect through a shared cultural reference, creating a story that fits perfectly with our brand. The fact that it works both as a range campaign and through individual executions for Terramar, Formentor, and Leon will undoubtedly generate strong impact.”
The campaign is running across multiple markets.
Credits
Client: CUPRA
Client Team: Ignacio Prieto, Patrick Sievers, Paz de Dalmases, Judit Rogent, Maria Antonia Montoya
Agency: &Rosàs
Executive Creative Director: Pol Martínez
Art Director: Virginia Nicolau
Copywriters: Laia Romera, Pablo Muñoz
Account Director: Enric Subirós
Account Supervisor: Claudia Matas
Junior Account Executive: Víctor Capitán
Head of Production: Jordi Solé
Post-Production Coordinator: María Abad (Postpunk)
Managing Director: Daniele Cicini
Production Company: Agosto
Director: Nacho Gayán
Executive Producer: Toni Moreno
Director of Photography: Paul Meyers
Production Designer: Pirra
Editor: Arnald Viladomat
Post-Production House: Digital District
Music: Luke Atencio
Colourist: Aubrey Woodiwiss
Service Production Company: Radioaktive (Canada)
Talent & Soundtrack Rights Coordination: Vampire
