• The campaign captures the essence and excitement of driving the brand's first all-electric SUV coupe by appealing directly to rebels who dare to dream and challenge the status quo
• American artist Willow Smith stars in and provides the soundtrack to the ad, defying convention and celebrating uniqueness
• The campaign launches with an ambitious 360° approach that caters to new ways of consuming audiovisual content

The campaign explores the essence of the CUPRA Tavascan, a car that represents the two main pillars of the CUPRA brand. On the one hand, the model reinterprets the concept of performance in an all-electric vehicle, offering a driving experience that seamlessly combines performance with electrification. In parallel, it stands out for its exhilarating design that defies convention, drawing powerful attention without indifference.

The campaign explores the essence of the CUPRA Tavascan, a car that represents the two main pillars of the CUPRA brand. On the one hand, the model reinterprets the concept of performance in an all-electric vehicle, offering a driving experience that seamlessly combines performance with electrification. In parallel, it stands out for its exhilarating design that defies convention, drawing powerful attention without indifference.

Shot in surreal locations, the campaign highlights unique spaces where the rebels live, exceptional individuals who, like the CUPRA Tavascan, dare to be different. The images emphasise the uniqueness of the model, highlighting the driving experience and its performance. The soundtrack performance by Willow Smith, covering the original Tears for Fears classic ‘Everybody Wants to Rule the World’, taps into the rebellious spirit of the campaign and captures the desire to challenge convention.

‘ONE OF THEM, ONE OF US' concludes with an extraordinary image of the CUPRA Tavascan hanging vertically from a crane, an iconic interpretation of CUPRA that symbolises the brand's ambition to break free from tradition and explore new perspectives.

“The CUPRA Tavascan represents our dream come true, the first hero of a new era. It is a vehicle that symbolises our rebellious spirit and does not respond to change, but creates it. The campaign appeals directly to those who dare to reinterpret the future by fleeing from convention, to those who are called to be part of the CUPRA Tribe,” says Ignasi Prieto, Chief Brand Officer of CUPRA. “Having Willow Smith, a multi talented artist who symbolises the spirit of the unconventional with her authenticity, reflects the connection between CUPRA Tavascan and those who dream of going beyond the established”.

The campaign launches in Germany on September 25, followed by other key European markets. It has an ambitious 360º approach that includes broadcasting both on TV and by leveraging on-demand and connected TV platforms and channels, catering to new forms of audiovisual content consumption. On a digital and social media level, the campaign will be supported by graphic materials, which will also gain prominence and presence on the streets and in unique spaces.

To see the video of the campaign visit CUPRA TAVASCAN (youtube.com).