You've Gotta Love Seat's Radical New Ibiza Adverts
MILTON KEYNES, UNITED KINGDOM – December 21, 2009: SEAT is getting straight to the ‘point’ with a cheeky new advertising campaign which appears online, on TV and across the printed media from 19 December.
The dramatic new ads see SEAT put a typically irreverent spin on the classical legend of Cupid, with a winged archer flying above the stunning new SEAT Ibiza Cupra and targeting people as they see the car for the first time.
The heart-shaped arrows he fires cause everyone who sees the car to fall in love with it – a natural reaction, of course, that’s already happening in SEAT showrooms across the country.
The multi-million pound campaign, which also features 4,000 bus stop billboards nationwide as well as print ads in glossy lifestyle titles such as Empire, Q, Heat, Closer and Now, will run well into 2010 as SEAT looks to build on a record-breaking 12 months of new and used car sales.
The adverts were filmed over the course of five nights in the central business district of Johannesburg in South Africa and use the latest computer-generated imagery, plus super-slow motion cameras, to create the unique pictures we’ll see on our screens.
Fully exploiting the growing influence of digital social media, SEAT’s winged love warrior will be starting his own Facebook page while ‘viral’ videos of both the TV advert and an interview with its main character will be appearing on YouTube.
SEAT UK National Communications Manager Rob Taylor said: ‘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 TV ads, which have been cleared to run after 7:30 pm by Clearcast, broke on terrestrial television, Sky and a variety of digital channels on Saturday