Seat’s new UK brand campaign is dubbed ‘Because them, us’ and it’s meant to reach a more progressive audience, thus “breaking the mould of conventional motoring adverts.”
The ad, shot by Jones+Tino and featuring the song Missile by Californian band Dorothy, will first air on Channel 4, where progressive-minded consumers should be able to identify with the automaker as long as they’re willing to change their old ways and move forward.
“‘Because them, us’ is a celebration of progressive thinking,” stated Seat marketing exec Andy McGregor. “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.”
“The television advert is one element of a comprehensive campaign that breaks on Christmas day and we are ready and waiting to discuss future collaboration opportunities with like-minded challenger organisations that feel inspired by the campaign.”
The ad campaign was created in association with the mental health charity CALM, which Seat UK supports as an official car partner. CALM was one of three charities to benefit from a recent Music 4 Mental Health event, where Seat was present with a fleet of vehicles.
“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,” stated CALM CEO, Simon Gunning.