Ad of the Day | SEAT Sees Triple With Michel and Olivier Gondry

Oct. 14, 2021

Recent times have outlined the need for city-centers’ transformation with new ways of mobility (self-service scooters, electric bikes, hoverboards and electric eKickscooters) and adapted to new citizens’ behaviors. In this context where cars are no longer systematically the only solution, SEAT disrupts the market by no longer being a car brand but a mobility provider. The Spanish manufacturer's ambition is to become the leader in this field, initiated by the expansion of its range and its launch of electric micro-mobility.

What would daily life be like if we could change our means of transport in the blink of an eye, depending on the day and our activities? C14 Paris answers this question through a multi-media campaign, with a 30s and 60s film as the key piece, shot by Michel Gondry and Olivier Gondry. In this film, the days follow one another but are not quite the same. Indeed, daily movements cross and overlap in a perfectly fluid way in a dynamic, poetic and surreal choreography, which is made possible by the SEAT mobility range including a car, an eScooter and an electric kickscooter. All the technicity behind the making of this film was a real challenge that the Gondry directors enjoyed tackling: «Why make it complicated when you can make it even more complicated? We've mixed three threads, but they become parallel and independent again. This is the kind of problem we both like to ask ourselves and solve. It's been going on for years. We go off in all directions and then we find ourselves in the end.» A style recognizable among thousands and unique to the famous directors, driven by the rising singer Dylan Cartlidge’s “Hang my head” soundtrack.

Several visuals have been designed to accompany the film, always presenting the same central character as for the film, in his daily life and duplicated among the 3 SEAT vehicles. These visuals will be distributed for press, OOH, social networks, digital, etc.

The claim "We move like you move" closes the campaign, positioning SEAT as the brand that has understood the mobility expectations of city dwellers.

This international campaign produced by C14 Paris will be available for distribution in European markets from October 2021.