‘The Chosen One’: CUPRA puts the driver at the centre through Tom Felton
09-05-2026 11:54 - EVENTS
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
Launching globally from today and now available on CUPRA’s official YouTube channel
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.”
Ignasi Prieto, Chief Brand Officer at CUPRA
At the heart of the campaign is a two-minute cinematic hero film in which Tom Felton explores different options in search of the right fit, testing and discarding alternatives until reaching a defining moment of recognition. This moment captures the core idea behind the campaign: sometimes, it is not the driver who chooses the car, but the car that chooses the driver. By reimagining this code through a contemporary lens, CUPRA builds a story that resonates through emotion and shared cultural memory rather than explicit reference.
“This is one of CUPRA’s most ambitious campaigns, supported by a global reach strategy designed to engage and inspire audiences across markets. Working with Tom Felton allows us to connect with audiences through a shared cultural reference, creating a story that fully resonates with our brand. The fact that, in its full roll-out, it will be available as a range campaign—as well as featuring the Terramar, Formentor, and Leon individually—will surely make an impact.”
Patrick Sievers, Global Head of Marketing at 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.
“Our ambition is to appeal to emotion and create a genuine connection with people. In a landscape saturated with messages, standing out and remaining relevant means committing to creativity, understood as the ability to communicate in a different, innovative and authentic way.”
Paz de Dalmases, CUPRA Campaigns & Content lead
‘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
Launching globally from today and now available on CUPRA’s official YouTube channel
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.”
Ignasi Prieto, Chief Brand Officer at CUPRA
At the heart of the campaign is a two-minute cinematic hero film in which Tom Felton explores different options in search of the right fit, testing and discarding alternatives until reaching a defining moment of recognition. This moment captures the core idea behind the campaign: sometimes, it is not the driver who chooses the car, but the car that chooses the driver. By reimagining this code through a contemporary lens, CUPRA builds a story that resonates through emotion and shared cultural memory rather than explicit reference.
“This is one of CUPRA’s most ambitious campaigns, supported by a global reach strategy designed to engage and inspire audiences across markets. Working with Tom Felton allows us to connect with audiences through a shared cultural reference, creating a story that fully resonates with our brand. The fact that, in its full roll-out, it will be available as a range campaign—as well as featuring the Terramar, Formentor, and Leon individually—will surely make an impact.”
Patrick Sievers, Global Head of Marketing at 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.
“Our ambition is to appeal to emotion and create a genuine connection with people. In a landscape saturated with messages, standing out and remaining relevant means committing to creativity, understood as the ability to communicate in a different, innovative and authentic way.”
Paz de Dalmases, CUPRA Campaigns & Content lead
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