Direct choice: Seat Ibiza

Rob Gray, Managing director, Mercier Gray

August 18, 2004

How long?

1 minute

Direct choice: Seat Ibiza

As an addict of the motoring mags, it has struck me how closely they have come to resemble the GQs and FHMs of this world in their somewhat obsessive and lurid attention to body parts. With Jeremy Clarkson doing his level best to introduce his particular brand of chauvinism to the sector, 'car pornography' has plenty of pulling power.

This press insert from Seat captures that laddish sense of voyeurism perfectly. A softly-lit, tantalising glimpse of the smooth curves of the Ibiza 1.2 model on the outside, accompanied by the line 'The joy of SX', followed by the centrefold, which reveals a full-frontal of the car itself in its full-blooded glory. The copy is shamelessly provocative: an invitation to buy the 1.2 S and then 'slip into something even more comfortable', the 1.2 SX for free.

Even more to the point, the creative is bang-on with the strategy. Seat is inextricably linked with 'auto emocion', a more passionate Southern European view of driving as a sensual experience that engages heart as well as head.

A visit to www.seatjoy. co.uk offers the chance to win one of five Red Letter Days Experiences, including a Deluxe Spa Day, a 4x4 off-road adventure and an Oz Clarke Wine Experience. This plays off the strategy cleverly, appealing to all tastes and both sexes. As the copy says, 'whatever turns you on'.

- Direct agency DP&A.

Topics