Seat UK has created a thought-provoking campaign that does away with traditional motoring car specs to focus on the humans who drive them.
'Because them, us' liberally calls upon Seat's 'progressive-minded consumers' to defy yesterdays conventions and look forward.
The ad - which Seat admits says is aimed towards conquesting new audiences - flashes between opposing statements that demonstrate the differences between those who stick to the status quo and those radicals who challenge it.
Throughout the film, the ad features certain situations that demonstrate conservative attitudes, including fox hunting, art dealerships and hostile, old-school business environments. Each reference is juxtaposed with a more liberal train of thought - to highlight the shared characteristics and values that Seat has with its audience.
As part of its message to change the old ways and move the world forward, Seat references fox hunting - a traditional activity that attracts a lot of scorn from progressive opinion.
As the men ride off in their fox pursuit, printed across the scene the text reads - 'because they look back.' The ad then switches over to a group of young adults walking decisively across a bridge. The words now read 'we move forward' - a sentiment that aligns itself with more liberal thought, and directly opposes traditional fox hunting attitudes.
The ‘Because them, us’ campaign was conceived by Spanish DDB agency C14torce, who started working with the car brand back in 2016, with media planning and buying by PHD. The creative was shot by Jones+Tino.
Andy McGregor, head of marketing for Seat UK said: “Because them, us’ is a celebration of progressive thinking. We know our audience well and feel that this campaign really captures the positively defiant spirit that Seat shares with them. It is a real call to action and we are hugely excited to see how the audience reacts.
Richard Harrison, managing director of Seat UK added: “With initiatives such as our simplified ‘easymove’ product line-up approach – which includes metallic paint and the latest safety and infotainment developments as standard in the price of our cars – we already live up to the key messages in this campaign, such as ‘Because they complicate, we simplify’ and ‘Because they look back, we move forward.’
“It’s refreshing to be launching a major marketing campaign focused on our brand values at this time of year, in the midst of all the post-Christmas ‘sales’, and we’re confident it will bring even more like-minded people to our brand in 2019.”
The new advertisement features art by Jonathan Calugi created in association with the mental health charity Campaign Against Living Miserably (CALM).
Simon Gunning, chief executive officer of CALM said: “We're delighted to partner with Seat. Its new position of positive defiance matches CALM's ethos perfectly. Through positive defiance, CALM challenges the cultural norms that prevent people striving for a happier life and creating a kinder, more connected society in which people can better support themselves and those around them.
“Suicide remains the single biggest killer of men under 45 in the UK, but by partnering with progressive brands like SEAT we can reach more people with a positive message and, ultimately, help more people through CALM’s services.”