Ad for VW’s Seat Pits a Powerful Engine Against Toy Monkeys

Spoiler: It goes poorly for the monkeys

Lowe's first work for Volkswagen's Seat, from its new Lola office in Barcelona, Spain, takes acceleration to absurdist lengths.

A two-minute teaser ad that landed on YouTube this week features a guy in a high-back seat in front of a black acceleration pedal, albeit one detached from a car. It's connected to an engine, though, and as he depresses the pedal, a cluster of 280 toy monkeys also plugged in to the engine bizarrely start clanging the tiny cymbals in their hands. But as the guy presses down harder—creating a loud engine roar—the monkeys, sadly, burst into flames and explode into the air. "Only a Cupra can handle the engine of a Cupra," explains screen copy.

The ad then cuts to a thumbnail image of the Seat Leon Cupra and the fun tagline, “Enjoyneering.” It's just a teaser ad—the first of three—for a big campaign that rolls out next month. Let's hope the next one is kinder to kids' toys.

CREDITS
Client: Seat
Client Contact: Gabriele Palma, Jochen Dries
Creative Agency: Lola, Barcelona, Spain
Executive Creative Director: Chacho Puebla
Creative Directors: Néstor García, Nacho Oñate
Creative Team: Cristina Fité, Esther Matas, Miki Ocampo, Saray González
Agency Producer: Cristina Español
Global Business Director: Clark Steel
Account Supervisor: Alejandro Belloti
Production House: Blur
Director: Maxi Sterle
Producer: Pablo Acón
Postproduction House: Metropolitana
Sound Studio: Cannonball
Edits: Monkey, Washing Machine and Mechanical Bull