When you firmly believe in something, you are not afraid to leave it engraved in stone. And that is precisely what – allegorically – has made a coupra to announce the launch of its new car, the Tindaya model. From the hand of the Creative & Rosás agency and with the producer The Post Office, has produced an inspiring piece that moves the creative concept behind the vehicle.

The model is inspired by the ancestral engravings found in the Mountain of Tindaya, on the island of Fuerteventura. The more than 300 recorded there have endowed to the place of a mystical character, and have inspired the company to form the new car, which is based on the idea that a symbol can fascinate for centuries.

The piece, with 3D resources and marked cinematographic character, establishes a parallel between the mystique of Tindaya and the DNA and cupra values. Thus, the handsome automobile for the design, innovation and emotion surrounding the act of driving stands out. Thus, the spot submerges the viewer in a visual universe where the ancestral past of the mountain connects with the future visionary of the brand.

From the agency they ensure that the announcement transfers the conviction and commitment that the brand has. “3D development allowed us to create a unique visual imaginary, compose the spaces of history and reimagine how our beliefs are recorded in materials“; said Marc Morales, art director at & Rosàs, in a statement.”The result is a piece rich in details and nuances that gives life to the sacred mountain of Tindaya”

The agency has also created “no drivers, no coupra” (not drivers, not coupra), a forceful allegation with which the brand defends the central role of drivers both in the driving experience and in the sense of the brand. It is a powerful statement and enormous visual force that raises a concatenation of elements that reinforce the idea of ​​the importance of drivers and their confidence in the brand.

The piece again demonstrates the differential style of Cupra, and consolidates its strategic alliances, such as the one it maintains with the FC Barcelona female player Alexia Putellas, ambassador of the firm.

The campaign for Cupra Tindaya premiered at the IAA Motorshow event in Munich, where the model was also presented. It will have activations with different formats adapted to social media and external advertising.