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23 September 2020

Blow and go.

by Andrew MacGregor

Seat: “Feel The Beat (Director's Cut)” - 40s

Seat's advertising has always been hit-and-miss, often struggling to leave an impression on these shores with bland car trips and garbled life hacks. However, this 40" commercial charms thanks to its three inflatable protagonists: a dinosaur, a flamingo, and a hippopotamus who know better than to mess with a bunch of cacti.

The moment all three cower at the sight of said plants is beautifully judged, with director Scott Lyon emphasising the pool toys' texture and physicality well. Crucially, the ad doesn't take itself too seriously, with the human driver perpetually nodding to the beat like a Flat Eric tribute act. A welcome change of pace for the Spanish marque.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
Film Production: Outsider Ⓟ Ⓦ
Director: Scott Lyon Ⓟ Ⓦ
Producer: Laia Vidal / Zeno Campbell-Salmon
Cinematographer: Will Bex
Editor: Art Jones Ⓦ @ Work Ⓟ Ⓦ
Post Production: Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

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