One of the main wishes of someone who is taking the exam to obtain a driving license is, once approved, to get behind the wheel of a car and, if possible, own one. However, it is not always easy. But seat wants to contribute to making these dreams come true with its new campaign.
The automobile company, hand in hand with the creative agency 14 Agency -belonging to DDB-, has launched “Permission B”, with which it offers all those first-time drivers a discount of 700 euros when purchasing a new brand vehicle.
The campaign is supported by letter B, which refers to light vehicles that can be driven with that permit classification. A song is articulated around this idea that expresses the opportunities of having the card: trips with friends, discovering new places, being close to loved ones, etc.
“Permission B”, as expressed by the agency in a statement, converts the administrative part of the document into a invitation to freedom and discover all the places you want with whoever you want. Likewise, they point out that the campaign is a reflection of the company’s commitment to its positive presence in people’s lives.
Seat’s initiative, however, is a promotionsince the discount will be applied to orders placed between January 1 and March 31 of this year. Among the requirements, the car must be made in the name of private customers who place the order, purchase and register the new vehicle in their name and who have obtained the Type B driving license in the year 2024 or 2025.
The campaign has been activated already in Spain and will be launched in other European markets throughout 2025. In addition to the 60-second audiovisual piece, it will have shorter iterations, and will be activated on television, connected television, YouTube, social networks, radio, digital display and the Seat dealer network.
Technical sheet
- Advertiser: seat
- Marketing Director SEAT Spain: Cristian Calvo
- Content and Media Director: Susana Gaya
- Spain Marketing Team: Raquel Rubio, Marcela LoMonaco, Natalia Montesinos
- Agency: 14 Agency
- Chief Creative Officer and Co-President: Jose María Roca de Viñals
- Creative Director: Isa Espona
- Executive Creative Director: Javier Meléndez
- Creative Directors: Roberto González and Marta Domínguez
- Art Director: Clara Torra
- Copy: Antonio Velayos
- Business Director: Irene Bianchi
- Account Supervisor: Caro Sirimaldi / Patricia Duran
- Account Executive: Carla Rosell
- Production Director: Azahara Ramos
- Producer: Pablo Aguilera, Mónica Guerrero
- Community Manager: Marta Canyelles
- Editor: Diego Felix
- Music: Antonio&Dolores / OST