"There is no Second"

9 September 2024

2 mins 09s

On the right tack

Spanish filmmaker J A Bayona has helmed an ad for Cupra, announcing them as the global partner for this year’s America’s Cup. It’s a dramatically cinematic tale of the reply given to Queen Victoria when she enquired about the order of a regatta; after the first team, ‘there is no second’. With bold VFX and an orchestral soundtrack, this film has the wind in its sails.

It truly is a stellar year for sporting competition, and Bayona draws on the breadth of athleticism on show in 2024 to help deliver the campaign message, that being number one is the only option. And with a message that’s incredibly similar in tone to Nike’s ‘Winning isn’t for Everyone’ campaign, it appears this year is the one of the ultra-competitive streak.

Spain

Cars