The campaign for Cupra, a branch of the car brand Seat, uses focused storytelling to share the story of Adam Peaty, two-time Olympic gold medallist and Cupra brand ambassador.
Launching in the wake of Peaty’s success at the Tokyo Olympic Games, the video works to inspire viewers to pursue their goals, while also relating the content back to the Cupra brand. The video begins with Peaty driving around his hometown in Uttoxeter as he points to different places in his childhood that marked milestones in his journey to becoming an Olympic, Commonwealth, European and World Champion.
As he drives passed the Uttoxeter road sign, Peaty says “there’s something about seeing your hometown on the sign that gives you a kind of warm feeling.” He then visits his first swim club, Uttoxeter Leisure Centre and Queen’s Leisure Centre where Peaty joined Derby Swimming Club at age 14.
The video features interviews with young people and Peaty’s swim coach, Mel Marshall, as they share their feelings of pride and inspiration following the Olympians visit. Peaty says, “I was one of these kids, so if they can relate to that – that you haven’t got to be anyone special and that you just have to be someone who works extremely hard – then one of these kids may go to the Olympics in the future and for me that is what it’s all about.”
The video works to raise awareness of the Cupra brand, specifically the Formentor model, while also demonstrating the organisation’s community involvement. “It’s incredible – all the nostalgia and all the memories. When you win and you win big, you can easily forget it so I’m glad that today happened with CUPRA to experience it all again,” adds Peaty.