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Spanish carmaker Seat is launching its first UK brand campaign today with a punchy "rallying cry" that will attract a progressive audience.

The "Because them, us" campaign will launch with a 60-second TV ad on Channel 4, following the Alternative Christmas Speech just after 3pm. 

Soundtracked by Californian band Dorothy’s Missile, the spot switches between various types of people and distinguishes between what people did in the past versus what others are able to do today.

As a challenger car brand in the UK, Seat is trying to woo new customers who are "shaking up the status quo" and by making the latest technology and design available to all buyers.

The campaign was conceived by Seat UK’s head of marketing, Andy McGregor, and C14torce, a Barcelona agency that is part of Omnicom’s DDB. The work was directed and by Jones & Tino, while PHD is handling the media as the buying agency for VW Group, Seat's parent company.

The ad also features art by Jonathan Calugi, created in association with mental health charity ±±¾©Èü³µpk10 Against Living Miserably. DDB’s UK creative shop, Adam & Eve/DDB, won Agency of the Year at this year’s ±±¾©Èü³µpk10 Big Awards after winning individual category gongs for CALM’s "Project 84" that raised awareness about male suicide.

McGregor said: "'Because them, us’ is a celebration of progressive thinking. We know our audience well and feel that this campaign really captures the positively defiant spirit that Seat shares with them. It is a real call to action and we are hugely excited to see how the audience reacts.

"The television ad is one element of a comprehensive campaign that breaks on Christmas day and we are ready and waiting to discuss future collaboration opportunities with like-minded challenger organisations that feel inspired by the campaign. "