Cupra has launched a new marketing campaign based around the idea of The Chosen One. The idea being that, like the wands in Harry Potter, instead of you choosing the steering wheel you like, the right wheel chooses you…
Does this mean Cupra dealers will start using Sorting Hats?
Alas, probably not. However, Cupra is making the Harry Potter connection more overt by getting actor Tom Felton - yes, that's Draco Malfoy - to front the campaign (don't worry, he's much nicer than his character…).
What's Mr Felton up to?
In a two-minute film, Felton wanders down a dark alleyway (sound familiar?) where he encounters a mysterious woman who curates a massive collection of steering wheels. She helps Felton to look for the one that fits his hands perfectly. Just like the wands, though, the right steering wheel finds him, and a sporty-looking car magically forms around him. Guess which one. Go on, guess…
Is it a Cupra?
Got it in one! Well done. "With 'The Chosen One', we explore that defining moment where everything clicks, when the driver becomes the true centre of the experience. A connection that goes beyond reason. Tom Felton was the perfect protagonist for this story, bringing a distinctive identity that reflects the bold and unconventional spirit which defines Cupra,” said Ignasi Prieto, Chief Brand Officer at Cupra.
The films, shot between Navarra in Spain and Toronto in Canada, are aimed at highlighting Cupra's plug-in hybrid models, such as the Formentor and Terramar. "This is one of Cupra's most ambitious campaigns, supported by a global reach strategy designed to engage and inspire audiences across markets. Working with Tom Felton allows us to connect with audiences through a shared cultural reference, creating a story that fully resonates with our brand. The fact that, in its full roll-out, it will be available as a range campaign - as well as featuring the Terramar, Formentor, and Leon individually - will surely make an impact,” said Patrick Sievers, Global Head of Marketing at Cupra.
Where can I see this film?
You can watch it below, and it's a bit of a giggle and worth a watch.
There can be only one!!!!!
Er, wrong franchise. That's Highlander.