- Cupra's new campaign stars Tom Felton in a two-minute hero film.
- The concept references the Ollivanders wand-selection scene from Harry Potter.
- The campaign covers Cupra's ICE and PHEV model range.
Cupra has tapped British actor Tom Felton for its new global campaign, leaning into one of cinema’s most recognisable “selection” moments to put the driver at the centre of its latest brand push.
The campaign is called The Chosen One and takes inspiration from the wand-selection scene at Ollivanders in Harry Potter and the Philosopher’s Stone. The twist, naturally, is automotive: sometimes it is not the driver who chooses the car, but the car that chooses the driver.
Felton swaps wand shop for wheel shop
Felton, best known for playing Draco Malfoy in the film saga, stars in a two-minute cinematic hero film that follows him as he searches for the right fit.
The campaign builds towards a moment of recognition, with the steering wheel becoming the object that selects its driver.
The idea is hardly subtle, but it is clean, memorable and built for a generation that instantly understands the reference.
“With ‘The Chosen One’, we explore that defining moment where everything clicks, when the driver becomes the true centre of the experience. A connection that goes beyond reason. Tom Felton was the perfect protagonist for this story, bringing a distinctive identity that reflects the bold and unconventional spirit which defines Cupra,” said Ignasi Prieto, Chief Brand Officer at Cupra.
A full-range campaign
Cupra says The Chosen One is designed as a range campaign across its ICE and PHEV models, bringing several vehicles into a single narrative around performance, design and the driving experience.
Patrick Sievers, Global Head of Marketing at Cupra, said the full rollout will work as both a range campaign and as individual creative for the Terramar, Formentor and Leon.
“This is one of Cupra’s most ambitious campaigns, supported by a global reach strategy designed to engage and inspire audiences across markets. Working with Tom Felton allows us to connect with audiences through a shared cultural reference, creating a story that fully resonates with our brand. The fact that, in its full roll-out, it will be available as a range campaign—as well as featuring the Terramar, Formentor, and Leon individually—will surely make an impact.”
Storytelling with a licence
The campaign was developed with creative agency &Rosàs, with talent, soundtrack and rights coordination led by Vampire. It was filmed between Toronto, Canada, and Navarra, Spain.
Paz de Dalmases, Cupra Campaigns & Content lead, said: “Our ambition is to appeal to emotion and create a genuine connection with people. In a landscape saturated with messages, standing out and remaining relevant means committing to creativity, understood as the ability to communicate in a different, innovative and authentic way.”
The Chosen One launches globally from today and is now available on Cupra’s official YouTube channel.
