Cupra is taking an interesting tack when it comes to the marketing and advertising of the new Raval electric hatchback crossover (which we've driven, and adore - see more on that here in our Cupra Raval review).
So what's the campaign look like?
Well, Cupra has taken the ubiquitous university graduation speech (seriously, take a look at TikTok, those things are everywhere) and turned it on its head, pointing out that you can stuff your book-learning - there are more important things to be learned out on the streets. The campaign's film reimagines a traditional graduation speech, gradually moving from an academic setting into the streets. What begins as a structured narrative breaks apart, giving way to a more open and collective voice shaped beyond conventional frameworks. The result, says Cupra, is a shift in perspective: from structured learning to lived experience, from rules to intuition, from expectation to self-defined paths. The university of life rebranded as the university of the streets…
Sounds gritty, and urban
That's the point. The Raval is named after the Raval district of Barcelona, which is generally described as a 'melting pot' or 'up and coming' but which is that classic inner-city thing of being a bit rough around some of its edges, filled with immigrants and people on lower incomes, and yet is also home to enormous creativity and creation, whether we're talking about music, the arts, sports, or whatever. Famous people to have come from Raval include film music composer Andreu Jacob; writer Maruja Torres; and, er, Enriqueta Marti, a serial killer who may even have been a vampire. Well, you've got to take the rough with the smooth, eh?
So Raval is hip and urban, and so is the Raval?
That's the idea. Cupra has drafted in celebrities including Nathy Peluso, Guitarricadelafuente, Kim Petras, Theodora and Lancey Foux, alongside FC Barcelona players Vicky López, Pedri, Fermín López, Alejandro Balde, Pau Cubarsí and Ferran Torres for the advert, which features a pretty awesome version of Coolio's Gangsta's Paradise sung by a choir. We watch as kids, students, and creative types spill out from a dour university campus onto and through the winding streets of Raval, accompanied by - of course - an all-electric Raval.
"'University of the Streets' is more than a campaign; it is a statement: the most important lessons in life don't come from classrooms, they come from real-life experience, experimentation, culture, and the streets. The ambition is to spark a movement that already began with the 'Follow the CUPRA Raval' World Premiere, alongside many of the artists involved in this campaign. Now, the CUPRA Raval takes that movement to the streets. And we're confident the streets will respond,” said Patrick Sievers, Global Head of Marketing at Cupra.
What do we learn about the Raval itself?
Not much, specifically - this is about the vibes. It's about underscoring that the Raval is made in the city from which it draws its name (well, actually it's made a few minutes up the road, in Martorell…) and Cupra is making the point of turning the postcode for the Raval district, 08001, into both a symbol and a rallying cry. I think we can expect to see some 08001-badged special edition Cupras before too long…
"This campaign wasn't about telling a single story, but about creating a collective voice. By reinterpreting the graduation speech, we could break away from a structured narrative and let the streets - and the people within them - take over. In doing so, we continue building on the spirit of 'Beyond Rebel, Raval', creating a story that feels true to the energy, attitude and mindset of the Cupra Raval” said Paz de Dalmases, CupraCampaigns & Content lead.
Where can I see this film?
You can watch it below, and we'd expect to see it in cinemas soon too, or you can just click the link above. The film was developed with &Rosàs, produced by CANADA, and with talent, soundtrack and rights coordination led by Vampire.