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This ad was designed to promote a temporary offer by Spanish car brand Seat. One of their best selling car types came for a limited period of time with a more sporty suspension which made it stick better to the asphalt. There’s a Dutch saying that translates like: The car sticks to the road like a block of concrete.

The Seat Ibiza S. With sports suspension.

Photographer: Jan Zwart
Copywriter: Bernd Weeke
Retouche: Magic Group
Pre-press: Edge Premedia

Spanish car brand Seat was trying to turn their brand personality into a more sporty one which by now I guess they managed to do so. While waiting for their new line of designs they decided to beef up their existing models with a more sporty suspension or a bigger engine which created more horse power and a sporty behaviour. We took that part of the brief rather literally and changed this normally average looking Seat Toledo into a black stallion. Complete with sweat and damp coming from its aloy skin. See who is back home first....

Seat Toledo Sport. 170 HP

Photographer: Olaf Veltman
Copywriter: Bernd Weeke
Retouche: Saddington and Baynes UK
Pre-press: Edge Premedia