Last month, CUPRA in The Netherlands named Dutch artist Jarreau Vandal as its latest brand ambassador, seeing it tap into the music scene for the first time.
The announcement came as the brand unveiled a new campaign exploring the DJ and producer’s music journey – one that led to international collaborations with Primavera and Boiler Room. Drawing a parallel between CUPRA’s “leading” and “progressive” values and Vandal’s energetic yet passion-filled lifestyle, the feature video outlines how this newly appointed ambassadorship aims to speak to a new generation by going beyond the industry standard.
Speaking of the new partnership the artist says, “CUPRA understands my urge to do things differently. I think we can inspire many people together. I also appreciate how CUPRA looks beyond just the car. The way the brand approaches design and music as part of a lifestyle, an identity. It is comparable to how I see myself as a creative instead of just a DJ or producer; I like to tell my story in different ways than just through music.”
With the music-led talent joining former K-1 world champion Remy Bonjasky and footballer Ansu Fati in CUPRA’s extensive ambassador “tribe,” he marks a new chapter in the brand’s history centered in music, art and creativity.
Aligning with this new move, CUPRA opened the doors to a new city garage in Rotterdam which acts as a cultural hub for the local area. It plans to host various events in the space, and most recently, welcomed Vandal to celebrate the new partnership with a community listening session of his upcoming EP ‘SABIsound’.
Take a closer look at CUPRA’s latest campaign with Jarreau Vandal in the gallery above. To find out more, head to the brand’s website now.
