• by Tanya Gazdik , September 15, 2024

Volkswagen Group's Cupra is using the 2024 America's Cup underway in Barcelona to unveil its Terramar compact crossover.

Cupra is the global automotive partner for the 37th edition of the sailing challenge.

Oscar-nominated director J.A. Bayona and independent agency &Rosàs create a cinematic spot for Cupra Terramar that will be rolled out in 50 countries, with multiple formats for TV, digital and social media.

Cupras aren't sold in the U.S., but the brand  said in March it will launch here later this decade, initially with two vehicles, according to Motor Authority. One will be an electric version of the Formentor compact crossover, which is based on the outgoing global Volkswagen Tiguan. The second will be a larger SUV to be built in North America. The Terramar is related to the global Volkswagen Tiguan.

"There Is No Second” aims to capture the visionary spirit of Cupra, highlighting the new model's features an inspiring way, according to the agency. 

The inspiration for the video is an anecdote involving Queen Victoria in 1851, when she asked who came in second place and was told, “There is no second, Your Majesty.” Unlike other sporting competitions, in the America’s Cup, you either win or lose. 

Based on this premise, the campaign aims to convey this competitive spirit shared by Cupra and the America’s Cup.

“With this piece, we want to convey a unique mindset, a way of understanding life with determination and obsession,” says Pol Martínez, creative director at &Rosàs. “These are values that a brand as ambitious as Cupra undoubtedly shares.”

The campaign was premiered on the big screen during the World Premiere of the new model at the IMAX theaters in Barcelona by the director himself, who is becoming an ambassador for Cupra.

The campaign includes a 130-second audiovisual piece, along with shorter pieces for TV, social media, displays, print and outdoor advertising.