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By Gillian West, Social media manager

March 20, 2014 | 2 min read

Car manufacturer Seat has unveiled its first campaign with DLKW Lowe, an action-packed stunt showcasing its most powerful Cupra yet – the Leon Cupra 208 hot hatch.

Ten unsuspecting fans were invited to try out Seat’s state-of-the-art simulator, unbeknown to them that once ‘aboard’ the simulator they would actually be propelled around the Sheerness docks by a professional stunt driver in the actual car.

Of the campaign, Seat UK national communications manager, Steven Bellew, said: “The brief was to get Seat noticed by our target audience and to promote a change in thinking amongst them, prompting them to do some research on the new Cupra. The film that DLKW Lowe created is one that cuts through the crowded world of car advertising and the myriad of online films that circulate daily, ensuring that viewers know Seat was behind it.”

Dave Henderson, executive creative director at DLKW Lowe, added: “It was fantastic to see the reactions of our passengers once we revealed they weren’t in a simulator at all, but the real thing. They were literally blown away by the power of the new Cupra 280.”

The viewer is let in on the trick at the beginning of the film in a bid to compel them to watch the whole way through as see the passenger’s reaction with the stunt is revealed.

Short trailers running on TV will support the film.


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