Because them, us

  • New television advert to be broadcast on Channel 4 immediately after its iconic Alternative Christmas Day Speech
  • ‘Because them, us’ is a rallying cry to a progressive audience, breaking the mould of conventional motoring adverts
  • It is the first UK brand campaign for the Barcelona-based car manufacturer
  • Partnership with mental health charity CALM sees street mural created

Milton Keynes, 25/12/2018: SEAT UK is launching a thought-provoking new brand campaign – ‘Because them, us’ – a rallying cry to positively defiant consumers that breaks the mould of traditional motoring adverts.

The engaging television advertisement, which will first screen on Channel 4 following its iconic Alternative Christmas Day Speech, shows how the car brand is joining today’s progressive-minded consumers in defying yesterday’s conventions and moving forward.

As a rapidly growing challenger brand in the UK, which is bucking the downturn in the motoring industry, SEAT is conquesting new audiences by making the latest technology and design available to all car buyers and joining those who are shaking up the status quo.

The ‘Because them, us’ campaign has been conceived by Head of Marketing Andy McGregor and agency C14torce (DBB) in Barcelona, with media planning and buying by PHD. The creative was shot by JONES+TINO and features the song Missile by the Californian band Dorothy. It highlights the shared characteristics and values that the challenger brand SEAT UK has with its audience: to change the old ways and move the world forward. The video can be viewed here.

“Because them, us’ is a celebration of progressive thinking,” said McGregor. “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 advert 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. ”

Richard Harrison, Managing Director of SEAT UK added: “With initiatives such as our simplified ‘easymove’ product line-up approach – which includes metallic paint and the latest safety and infotainment developments as standard in the price of our cars – we already live up to the key messages in this campaign, such as ‘Because they complicate, we simplify’ and ‘Because they look back, we move forward.’

“It’s refreshing to be launching a major marketing campaign focused on our brand values at this time of year, in the midst of all the post-Christmas ‘sales’, and we’re confident it will bring even more like-minded people to our brand in 2019.”

The new advertisement features art by Jonathan Calugi created in association with the mental health charity CALM, which SEAT UK recently supported as Official Car Partner for the Music 4 Mental Health gig. CALM was one of three charities to benefit from the #M4MH event held last month at Camden’s Roundhouse, and SEAT UK provided a fleet of vehicles to support event logistics and chauffeur acts including James Arthur, Jordan Stephens, Ella Eyre and Anne-Marie. To view gig highlights, visit: SEAT UK YouTube

Simon Gunning, CEO of the Campaign Against Living Miserably (CALM), said: “We're delighted to partner with SEAT. Its new position of positive defiance matches CALM's ethos perfectly. Through positive defiance, CALM challenges the cultural norms that prevent people striving for a happier life and creating a kinder, more connected society in which people can better support themselves and those around them.

“Suicide remains the single biggest killer of men under 45 in the UK, but by partnering with progressive brands like SEAT we can reach more people with a positive message and, ultimately, help more people through CALM’s services.”

Artist Jonathan Calugi said: "The idea behind the artwork is that we are all connected and helping each other. My hand helps your hand. We are a multicoloured society, a multiracial society, a lovers’ society. Where I finish, you begin - and where you finish I begin. We are one giant head with one giant body full of colours.”


SEAT is the only company that designs, develops, manufactures and markets cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting 80% of its vehicles, and is present in over 80 countries through a network of 1,700 dealerships. In 2017, SEAT achieved worldwide sales of nearly 470,000 vehicles.

The SEAT Group employs close to 14,700 professionals at its three production centres – Barcelona, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza, Leon and Arona. Additionally, the company produces the Ateca and the Toledo in the Czech Republic, the Alhambra in Portugal and the Mii in Slovakia.

The multinational has a Technical Centre, which operates as a knowledge hub that brings together 1,000 engineers who are focussed on developing innovation for Spain’s largest industrial investor in R&D. SEAT already features the latest connectivity technology in its vehicle range and is currently engaged in the company’s global digitalisation process to promote the mobility of the future.

For more information, please contact:

Juliet Carrington, Head of Press & PR
01908 548 077; 07795 166 422;

Gemma Briggs, Product Affairs Manager
01908 548 069; 07827 990 379;

Laura Margott, Media Relations Manager
01908 548 078; 07795 453 704;

Katie Mardle, Press Fleet Manager
01908 548 364; 07983 537 247;

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