Seat promote new Ibiza extension

Seat is launching a new integrated advertising campaign to promote its new Ibiza Cupra model, featuring an adult cupid.

The car marque says it ”is getting straight to the point with the cheeky new advertising campaign” which appears online, on television and across the printed media from today (22 December).

It takes an “irreverent spin” on the classical legend of Cupid, with a winged archer flying above the Ibiza Cupra and targeting people as they see the car for the first time.

The heart-shaped arrows he fires cause everyone who sees the car to fall in love with it.

The multi-million pound campaign, which also features 4,000 bus stop billboards nationwide as well as print ads in glossy lifestyle titles such as Empire, Q, Heat, Closer and Now, will run well into 2010 as Seat looks to build on a record-breaking 12 months of new and used car sales.

The adverts were filmed over the course of five nights in the central business district of Johannesburg in South Africa and uses computer-generated imagery and slow-motion cameras, to create the imagery.

Seat’s winged love warrior will also be starting his own Facebook page while ‘viral’ videos of both the TV advert and an interview with its main character will be appearing on YouTube.

Seat UK national communications manager, Rob Taylor, says: “The premise of this campaign is built around the obvious love for Seat’s sexy new Ibiza models. But, Seat being Seat, we knew we couldn’t go for the clichéd image of a Cupid-style persona. We wanted to develop a different type of character, an archer with real attitude and street cred who spreads the love for Ibiza in an inimitable way.”

The TV ads are only allowed to run after 7:30 pm, according to watchdog Clearcast.

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