David Reviews

 Biting the hand that feeds us since 2002.

Seat
"Race Car"
90s
10 March 2017
UK Cars

This commercial represents a massive improvement for a brand whose previous advertising has been so lacking in ambition it suggested the car's manufacturers didn't have any confidence in it.

Gone are the hoary clichés of family life - instead we're given an emotional glimpse of the car's inner life. The vehicle in question is a racing car and, as it's removed from storage every day to see if it can improve on yesterday's times, it yearns for a more fulfilling life on the open road. It's a gloriously slow reveal and - bravely - one an inattentive viewer could miss altogether.

It's a clever way of communicating the revelation that Seat participate in racing events without boasting about it. In addition, it seems much more likely to have an impact with this lateral delivery than through some brash announcement of its successes (all the better if there aren't any successes to be brash about!).

The race track is to the motoring industry as the catwalk is to fashion... an opportunity to win a reputation for excellence with offerings which will never be available to the man or woman in the street.

But having found a way to impart this surprise, this commercial dismisses it. Seat want us to know that this is not a car whose temperament is suited to the clinical demands of the racetrack... it wants to be on the open road, providing freedom to those who drive it.

It's a spirited piece of work made to look very beautiful by the skilled director Noam Murro and demonstrates once again that Droga5 London are on the up and up.

Volvo
"Human Made"

Will said:

top draw bit of advertising.


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Seat
"Race Car"
90s
10 Mar 2017
This commercial represents a massive improvement for a brand whose previous advertising has been so lacking in ambition it suggested the car's manufacturers didn't have any confidence in it. Gone are the hoary clichés of family life - instead we're given an emotional glimpse of the car's inner life. The vehicle in question is a racing car and as it's removed from storage every day to see if it can improve on yesterday's times, it yearns for a more fulfilling life on the open road.

Seat
"What Is It...?"
30s
5 Jan 2016
Matthew Macfadyen's dulcet tones and an emotional piano soundtrack cannot disguise the lack of clout in this script for the Spanish car manufacturer's latest ad. It must be difficult to come up with an idea that distinguishes your offering from all the competition in this sector but maybe give it a try instead of just giving up.

Seat
"Connected"
20s
12 Oct 2015
A mother and daughter are driving along in the daughter's Seat Ibiza when the 'full link technology' features kicks in and a robotic voice reads out a message meant for the daughter's ears only. Somewhat maliciously, the mother is the one to reply while the younger woman continues to drive in mild consternation. All this feature serves to do is make us realise there are some things better left unsaid... especially by non-humans.

Seat
"Friendship"
40s
1 Sep 2015
A man abruptly finds himself without a ride when he furnishes his best friend with an awkward truth about his new girlfriend. Left stranded, he wisely uses Seat's new smartphone compatibility to make his friend see sense. It's a nimble demonstration of a clever feature, but the ad reaches its destination without engaging too much interest.

Seat
"Country Drive"
40s
6 Jan 2015
It gets its point across quite nicely, this ad for the Seat Leon X-perience... if you're concentrating, that is. But if you miss the merest blip of a super at the start saying it goes to all the usual places, you're not quite sure where the subsequent supers are leading. You can put it together once the VO introduces the "4 drive technology" but you're immediately thrown again by the irritating repetition of 'technology' in the truly woeful strapline.

Seat
"Someday"
20s
6 Oct 2014
Newly-introduced innovations are usually beyond the budget of the man in the street who can only look on covetously as the car, the mobile phone and the internet become available. But, what's this? The advertised product - which incorporates all three - can be bought for less than £10,000. Why focus on peripherals without telling us a damn thing about the car itself or offering us an attractive notion of what owning one says about you?

Seat
"Simulator Teaser"
30s
3 May 2014
This teaser is designed to drive online traffic to Mark Jenkinson's terrific viral for Seat which showed a couple of car enthusiasts getting the ride of their lives when they think they are merely on board a simulator. It's a measure of the online film's success that Seat decided to back it with a telly film - but it's also proof that telly is still the daddy.

Seat
"Car Park Chase"
30s
7 Apr 2014
While waiting for his girlfriend to try on some clothes in a boutique, a chap cheekily charges to the top of a multi-storey car park to return some plans that have blown from the hands of a pair of architects. His car has different modes and with the flick of a switch he's able to transform it from a fairly dull-looking car to a fairly dull-looking car with a flicked switch.

Seat
"Simulator"
3 mins 43s
21 Mar 2014
A couple of Seat fans are given the opportunity to experience a simulation of the brand's fastest-ever car... or so they think. What actually happens in this compelling viral is that they get taken out on a zippy test drive in the new model itself, which must be for all the world like off-road go-karting - great fun. We imagine speed fans everywhere will enjoy this.

Seat
"Pirates"
30s
25 Apr 2011
Another of those bizarre tie-ins that are hard to understand. Seat are "celebrating" the release of a new Pirates Of The Caribbean movie by giving away a car, according to this ad which shows various piraty shenanigans being enacted by an otherwise normal looking family.

Seat
"Everything Upgraded - Boat"
20s
1 Apr 2011
The new Seat comes with a remote control that will instantly upgrade any vehicle at which you aim it. Well, not really... but this commercial uses this idea to illustrate a claim about the special features available on the advertised car.

Seat
"Everything Upgraded - House"
20s
1 Apr 2011
After a woman discovers that the electronic key to her Seat enables her to upgrade her house, she points it at her husband. All this is designed to illustrate the idea that the car has been upgraded beyond recognition but maybe it would make a little more sense if they concentrated on telling us about the changes themselves.

Seat
"Good Stuff"
30s
28 Apr 2010
The Spanish car company is backing a new tour by Shakira so we're offered an animated version of the Colombian singer singing Good Stuff which is taken from her album She Wolf. Look, don't ask for more information... we didn't even know who she was 'til we asked our mate Google.

Seat
"UEFA Europa League Sponsorship"
45s
12 Mar 2010
A likeable series of bumpers advertising Seat's sponsorship of Channel 5's coverage of the Europa League. Each depicts a separate football scenario which fans will recognize which has been punctuated with a 'football' score.

Seat
"Cupid"
60s
20 Dec 2009
This spectacular ad for Seat offers a new take on the idea of Cupid... he's as much a Hell's Angel as an Angel of Love. Slow motion is combined with action sequences which are hilariously over the top to create an immensely diverting spectacle.

Seat
"Journey"
30s
2 Apr 2009


Seat
"Molecules"
30s
1 Apr 2008
This commercial encapsulates the weakness of the argument suggesting capitalism can successfully cope with the global warming crisis. Seat, like their competitors, may be willing to offer a green alternative but what good is that if it is offset by a racing car?

Seat
"Extension Of Driver"
30s
1 Jul 2006
The man in this ad zooming around irresponsibly around a city seems tocome part of the car itself as he drives with Terminator style effects making his arm the same colour as the steering wheel and gear stick and so on. The driver and car as one.

Seat
"Woman's Routine"
15s
17 Apr 2006


Seat
"Different Reaction"
30s
7 Apr 2005
Animated ad tries to reassure us that Seat's diesel car is a beast by showing us the diesel molecules forming together to create some kind of monster that then unleashes a beastly cry.

Seat
"Boxing Round Announcement"
20s
12 Feb 2005


Seat
"Sumo Surfer"
30s
23 Dec 2004


Seat
"Holy Garages"
30s
5 Jan 2004


Seat
"So You Think"
20s
19 Feb 2003


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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.