Ad of the Day | Tom Felton Stars in "The Chosen One," the New Campaign by CUPRA and &Rosas

May. 07, 2026

CUPRA unveils “The Chosen One,” its latest campaign developed with &Rosàs and starring British actor Tom Felton, best known for his role as Draco Malfoy in the Harry Potter saga. Inspired by the iconic Ollivanders scene—where the wand chooses the wizard—the campaign brings this concept into the automotive universe: here, it’s not the driver who chooses the car, but the car that chooses the driver.

The film places Felton in a setting designed as an archive of steering wheels, where, after trying different options, it is the CUPRA wheel that ultimately selects him, creating a symbolic connection between human and machine. Beyond its visual reinterpretation, “The Chosen One” builds a narrative around the idea of choice as something emotional and instinctive. Rather than a rational decision, the campaign proposes an almost irrational bond between driver and vehicle—where desire, intuition, and personal identity take center stage. In doing so, it transforms a universally recognized moment into a contemporary reinterpretation, translating a shared cultural code into an unexpected context.

Casting Felton reinforces the link to the Harry Potter universe, tapping into one of the saga’s most recognizable moments and connecting with global audiences through nostalgia and instant recognition.

Pol Martínez, Executive Creative Director &Rosas added:

“We started from a very CUPRA idea: the relationship between driver and car is emotional, almost irrational. And what better way to tell it than by reimagining one of the most iconic scenes from the greatest saga in the world."

 

The range campaign features three of the brand’s models—CUPRA Formentor, CUPRA Terramar, and CUPRA Leon—integrated into a content system that allows the execution to be adapted across different markets.

Paz de Dalmases, Campaigns and Content Lead at CUPRA, explained:

“Our goal is to appeal to emotions and create a real connection with people. In an environment saturated with messages, the key to standing out and staying relevant is creativity—understood as the ability to communicate in a different, innovative, and authentic way.”

 

Meanwhile, Patrick Sievers, Global Marketing Director at CUPRA, added:

“This is one of CUPRA’s most ambitious campaigns, backed by a global strategy designed to inspire audiences across markets. Working with Tom Felton allows us to connect through a shared cultural reference, creating a story that fits perfectly with our brand. The fact that it works both as a range campaign and through individual executions for Terramar, Formentor, and Leon will undoubtedly generate strong impact.”

 

With “The Chosen One,” CUPRA continues to explore new ways of connecting with audiences, integrating recognizable cultural references into its storytelling while reinforcing its position within the entertainment space. The campaign is now live and on air across multiple markets.