Rosalía and Cupra are up to something. We do not know exactly what it is about, but everything will be revealed soon. Specifically, on March 26. This is the date indicated in the enigmatic advertisements that Barcelona, ??Madrid and Mexico City are showing today. Large canvases and posters placed in the center of these three large cities feed the expectation of the new collaboration of the great international artist, who played a leading role last weekend in the Clásico between FC Barcelona and Real Madrid.
We are not saying this only because of his reinterpretation of the culé anthem, but especially because of the shirts worn by the Blaugrana footballers on the pitch and those that were also on sale at the Club store. The peculiarity of this kit is that it included the Motomami logo, the title of the latest album by the singer from Sant Esteve Sesrovires. It has been the second time this season that the elastic Barça player has promoted a musical creation through its main sponsor, Spotify; the first time was with the singer Drake. It is the case that Cupra is also a sponsor of FC Barcelona.
The automobile firm has chosen Rosalía for its new action because they share an unconventional spirit. Also, they are both Spanish, but have a truly international mindset. “This association is another example of how CUPRA reaches the new generations that are looking for something different in all aspects of life. I am looking forward to the next phases of this extraordinary collaboration. Stay tuned!”, said Sven Schuwirth, director of operations (COO) of the brand.
The mystery will be revealed in Spain on March 26, while in other countries it will be announced a day later. The brand points out that the alphabet of Rosalía’s famous song Abcdefg “could take on a completely new unconventional perspective.” This may give a clue as to what the collaboration consists of: perhaps the Catalan singer has made a new version of her song specially adapted for Cupra.
Some of the posters that have been hung in the aforementioned cities incorporate a QR code that, once scanned, invites passers-by to chat via WhatsApp (the mobile phone number is also shown). By participating in this chat, users receive communications that are part of the campaign.
We will have to see how Rosalía joins the Cupra tribe: if it is a one-off collaboration or something in the longer term. The brand has a great cast of ambassadors including FC Barcelona goalkeeper Marc André Ter Stegen and double Ballon d’Or winner Alexia Putellas. The Barça international footballer has acknowledged being an unconditional fan of Rosalía and vice versa.
