Call the dealership091-709970 Galway
Call the dealership041-9898100 Louth
Close icon
Year
Price
Reset

‘The Chosen One’: CUPRA puts the driver at the centre through Tom Felton

CUPRA introduces ‘The Chosen One’, a new global campaign placing the driver at the centre and built around a defining idea: sometimes, it is not the driver who chooses the car, but the car that chooses the driver

  • ‘The Chosen One’ is inspired by the wand selection scene at Ollivanders in Harry Potter and the Philosopher’s Stone that has shaped the collective imagination of an entire generation
  • Starring acclaimed British actor Tom Felton, known for portraying Draco Malfoy in the famous saga, the campaign explores the connection between driver and car through instinct, identity and belonging
CUPRA unveils ‘The Chosen One’, one of its boldest campaigns to date, starring internationally renowned British actor Tom Felton, known for portraying Draco Malfoy in the famous saga, and built on a powerful narrative of destiny and choice that places the driver at the centre of the experience.
Drawing inspiration from one of the most iconic moments in the Harry Potter saga, the wand selection scene at Ollivanders in Harry Potter and the Philosopher’s Stone, where it is not the wizard who chooses but is chosen, the campaign reinterprets this symbolic reference by transferring it into the world of driving. In this case, it is the steering wheel that ultimately selects its driver, turning a familiar cinematic reference into a story about connection, identity and belonging. 
“With ‘The Chosen One’, we explore that defining moment where everything clicks, when the driver becomes the true centre of the experience. A connection that goes beyond reason. Tom Felton was the perfect protagonist for this story, bringing a distinctive identity that reflects the bold and unconventional spirit which defines CUPRA.”

CUPRA: PUSHING BOUNDARIES THROUGH STORYTELLING

‘The Chosen One’ is conceived as a range campaign across CUPRA’s ICE and PHEV models, bringing together CUPRA’s portfolio within a single narrative that reflects the brand’s approach to performance, design and the driving experience.
The campaign, developed in collaboration with creative agency &Rosàs, with talent, soundtrack and rights coordination led by Vampire, and filmed between Toronto (Canada) and Navarra (Spain), CUPRA reinforces its commitment to culturally relevant storytelling. Following the disruptive World Premiere of the CUPRA Raval as the brand’s new game‑changer, this campaign marks a further step in CUPRA’s marketing strategy to challenge convention and place the driving experience at the centre in a truly distinctive way.