Dance and Urban Gardening Come Together in Energetic SEAT Ibiza & Arona Spots

Catorce, part of DDB Worldwide, launches two global campaigns that will live largely on social media for the new SEAT Ibiza & Arona - both leaning into the mindset of a younger, post pandemic audience. 

The campaigns build on true insights of the audiences: SEAT Ibiza addressing the desire for more intense social connections with friends again, and SEAT Arona as a space to facilitate and embrace new obsessions that people developed during the pandemic. 

Jason Lusty, Global CMO SEAT and Cupra, says: “The youthful and optimistic energy perfectly captures the essence of these cars. The bold protagonists makes these stories resonate across channels in long and very short formats.”

Ibiza has always been a destination in itself; somewhere to get together with close friends. The most sociable car in its class for entry level car buyers, the new Ibiza is about making up for time lost with friends, deprived of music festivals and road trips. You rarely see an Ibiza without four people in one. The campaign #AllMyFriends, draws on the hypnotic self-expression of TikTok and Instagram dance legends, @J4ckson7 (Jackson Myles), @bdash_2 (James Derrick), @itsmirandaderrick (Miranda Derrick) and @itsslavik (Slavik). The new Ibiza is ´more connected´ giving all its occupants easy access to its impressive BEATS audio. 

Using LA-based Grammy award-winning composer Michael Brun to compose a track, Jackson takes a diverse group of friends on a road trip around Barcelona. It´s about friends, music and movement. On TikTok, where multiple videos live, a car dance challenge invites followers to copy their moves. 

Says Catorce CCO, Toby Talbot: ¨We wanted to create an idea around Ibiza that breaks out of the clichés of the category and changes how stories are told. Jackson7 and his talented dancers come with their own unique energy. Their ability to naturally draw people together is what made them so right for this idea. I´ve never witnessed so many people smiling on a shoot.¨ 

The insight for the new Arona is about new found passions that the lockdown forced us to embrace. The all new Arona is a ´Swiss Army Knife´ of an urban SUV, perfect for every aspiring hobbyist with a much renewed creative drive.

Says Catorce senior planner, Sonia Fleury: “Creativity often flourish under pressure, as witnessed during lockdown. People took that idleness and solitude and turned it into something creative.”

The new Arona film whimsically smashes two diverse worlds together, dance and urban gardening. The protagonist invites the viewer to #GetCarriedAway with her. The launch spot, featuring the Arona XP, portrays a woman awakened to a new hobby and, inspired during the lockdown solitude, chasing her dream. We see her embrace plants to such an extent that she forms a magical relationship with them. The happiness manifests itself in dance and the plants copy her moves and dance with her. At least, in her own mind they do.

The multiple Arona traits extend beautifully into social channels, where different hobbies and passions feature.

Director James F. Coton says: “The challenge was that we were doing something totally new. What I mean by totally new is that you can’t refer to anything to foresee the outcome. And that’s what makes it exciting and fun.” 

Both Ibiza and Arona films were directed by the talented photographer and music video director James F. Coton, through Mamma Team. Both executions are set amongst the backdrop of vibrant Barcelona. DOP Daniel Bouquet, recently worked on Oscar-winning “Sound of Metal”. And the amazing dance moves were pulled off by American dancer, Alanna Archibald, who is Principal Ballerina for the Lausanne Ballet Company and celebrated London choreographer, Emma Evelein.

The famous Brazilian folk song, ‘Destemperado’, was brilliantly remixed by the same composer who worked on Ibiza, Micheal Brun.