The Seat Tarraco, With No Excuses

February 13, 2019 by SEAT

•World premiere of the inspirational TV spot for SEAT's new SUV

•The campaign has been developed by the advertising agency C14torce, which has renewed its contract with SEAT for the next 3 years

Martorell, 13/02/2019. – This week SEAT is kicking off its international TV launch as part of its 360º campaign for its new SUV model, the long-awaited Tarraco. Under the slogan 'Why not now?', the campaign aims to encourage people to seek new challenges and reach personal growth, inviting them to set excuses aside, no matter how old they are, and seek out new challenges and ambitions.

'With the launch of the new SEAT Tarraco we aimed to make an exercise of inspiration and encourage all of those who one day thought of giving up, to keep growing. Any time is right for doing something that fulfils us without resorting to excuses like age or distance. The Tarraco, SEAT's new flagship model, is the perfect partner to share this adventure' said SEAT Marketing Director Susanne Franz.

What's coming is better than what's going

Designed by C14torce, the TV commercial features different excuses while we see a snow-covered forest setting where a woman wearing a neoprene wetsuit drives to a frozen lake, breaks the ice and jumps into the near freezing water to start diving. With no excuses. In this context, the new Tarraco is presented as an impressive SUV that drives us to our next challenge.

In its first phase, the international roll-out of the campaign is taking place in ten countries – France, Ireland, Italy, UK, Germany, Spain, Portugal, Poland, Sweden and Mexico.

The TV spot is preceded by an on-line teaser campaign that conveys different inspirational messages aimed at getting people to set excuses aside. 'Age is a number, not an excuse' or 'We age not by years but by stories' are some of the catch quotes used by the brand to captivate its target audience, made up of men and women over 40 who can achieve the goals they set for themselves.

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C14torce, a strategic partner

This is the 3rd launch campaign designed by C14torce for SEAT and the first to come out of the new agreement between both companies after extending their collaboration for three more years. Led by Amir Kassaei and driven to collaborate with SEAT, C14torce has developed high-profile campaigns for the company such as the launches of the new CUPRA brand, the new Arona and the SEAT Ibiza, among others. 'C14torce has managed to grasp SEAT's essence, and more importantly, the value of our new positioning, which is closely linked to connectivity, the future and connecting with a target that is increasingly demanding, youthful and urban. Our motto is to 'challenge tradition' and C14torce is helping us achieve this' said Susanne Franz.

The new SEAT Tarraco, designed and developed in the company's facilities in Martorell and built in Wolfsburg, Germany, completes the Spanish carmaker's SUV offensive, which also includes the Ateca and the Arona. The new model makes the brand appeal to new customers and strengthens SEAT's image in the sector.

SEAT is the only company that designs, develops, manufactures and markets cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting 80% of its vehicles, and is present in over 80 countries on all five continents. In 2018, SEAT sold 517,600 cars, the highest amount in the brand's 68 years of history.

The SEAT Group employs more than 15,000 professionals and has three production centres – Barcelona, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza, Arona and Leon. Additionally, the company produces the Ateca and the Toledo in the Czech Republic, the Tarraco in Germany, the Alhambra in Portugal and the Mii in Slovakia.

The multinational has a Technical Centre, which operates as a knowledge hub that brings together 1,000 engineers who are focussed on developing innovation for Spain's largest industrial investor in R&D. SEAT already features the latest connectivity technology in its vehicle range and is currently engaged in the company's global digitalisation process to promote the mobility of the future.