With this campaign, we are launching CUPRA's new positioning centered around the concept of obsession. In this audiovisual piece, we tell the story from a POV perspective of someone who becomes obsessed with the CUPRA Formentor and cannot stop seeing the brand's logo until he finally get to drive it and tame his obsession.
OBSESSION
x CUPRA FORMENTOR
A new version of the iconic song "Obsesión" by Aventura, which became popular worldwide in 2002 thanks to bachata’s king Romeo Santos, was expressly created for this commercial.
This new version features Ralphie Choo, one of the major musical revelations of 2023 in the experimental urban genre, and Barcelona-based electronic producer John Talabot.
Here you can see Ralphie performing our version of "Obsesión" in the Boiler Room at Primavera Sound 2024.
&ROSÀS (2024)
CSO: Jordi Rosàs, CCO: Isahac Oliver
Creative Director: Pol Martínez
Head of Art: Xavi Mauri
Art director: Marc Morales
Producer: Jordi Solé
Director: Henry Schofield
Prod. Company: Intricate
Post: Wicked Pixels
Music: Ralphie Choo & John Talabot
DOP: Pat Aldinger
Edit: Carlos Font
Sfx: String and Tins