J.A. Bayona becomes CUPRA brand ambassador

  • The Spanish director joins the Tribe, reinforcing the link between CUPRA and the film industry
  • Both CUPRA and J.A. Bayona will impulse young talent with two short film competitions in collaboration with the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC)

CUPRA has added a new member to its Tribe, the Spanish film director and producer J.A. Bayona, who becomes a CUPRA global ambassador to promote creativity and innovation made in Barcelona. The new ambassador was announced today at an event that took place at CASA SEAT. With this collaboration CUPRA reinforces its link with the world of cinema after becoming the official automotive partner of the Sitges Film Festival.

CUPRA x J.A. Bayona

"J.A. Bayona’s career path resonates strongly with CUPRA. In a short span, both the brand and the director have made our way in the automotive and film worlds, driven by our disruptive nature. Together, CUPRA and J.A. Bayona share a common passion: putting emotion at the heart of everything we do and inspiring the world from Barcelona. J.A. Bayona’s incorporation as a new ambassador reflects our ambition to become a truly Spanish global”, said Wayne Griffiths, CEO of CUPRA.

Born and raised in Barcelona, J.A. Bayona is one of the youngest directors to achieve international success. He made his directorial debut with The Orphanage (2007), which premiered at the Cannes Film Festival and won seven Goyas, including Best New Director. With The Impossible (2012), he won five Goya awards and earned her an Oscar nomination for the film’s protagonist, Naomi Watts. These titles were followed by films and TV shows such as A Monster Calls (2016), Jurassic World: Fallen Kingdom (2018), Penny Dreadful (2014-2016) and The Lord of the Rings: The Rings of Power (2022). His latest film, Society of the Snow (2023), has been chosen by the Academy to represent Spain at the 2024 Oscars and nominated in the category of Best Non-English Language Motion Picture at the Golden Globes.

CUPRA, for its part, was born in 2018 with the aim of challenging the status quo and, in just 5 years, has won more than 165 international awards and is one of the fastest growing car brands in Europe.

 “I share a vision with CUPRA of an emotive, innovative world and, like them, doing everything with passion. That’s why we are going to work together on various cultural projects alongside other organizations to impulse young talent, from Barcelona to the rest of the world”, commented J.A. Bayona.

During the event, CUPRA and J.A. Bayona announced that they will launch, in collaboration with the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC), two competitions created to find the young creative talent of the next generation and boost them in their careers in the world of cinema.

The first competition will be for short films, aimed at young talents between 17 and 23 years old. The winner will get a full scholarship to develop their cinematographic talent at the ESCAC. The second contest is aimed at young people between 21 and 30 years old who have completed a degree, master's degree or who are former students of ESCAC. This competition will be annual, and the winner will receive support to produce and promote their short film.

As part of the partnership between CUPRA and J.A. Bayona the brand has delivered a CUPRA Formentor e-HYBRID to the Spanish film director and producer. In addition, CUPRA sponsored the concert The Universe of J.A. Bayona, that was held on 8 December at the Liceu.

A Tribe out of a film

J.A. Bayona joins the CUPRA Tribe spread worldwide: from sports, including FC Barcelona football players Marc ter Stegen and Alexia Putellas, to the artistic scene, like the actor Daniel Brühl and the urban artist TvBoy. Each ambassador shares CUPRA’s desire for passion, determination and high performance, alongside an ability to push boundaries and challenge limits.