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Rosalia to team up with Cupra on special new campaign

'Cupra x Rosalía, 03.26.23,' the brand have cryptically teased.

By Rolling Stone UK

(Picture: Cupra)

Spanish car brand Cupra has unveiled its latest collaboration with singer Rosalía .

Fans were given a tease of the partnership at last weekend’s El Clasico, where it was hinted that a new activation could be imminent, based around Rosalía’s ‘Abcdefg’ song from her 2021 album ‘Motamami’.

The following morning, Barcelona, Madrid and Mexico City discovered that billboards and posters were taken over by CUPRA and Rosalía – with the car logo being contrasted against a selection of letters to represent how the singer created her very own alphabet for the song. “Cupra x Rosalía, 03.26.23,” the billboard states – hinting at further activity.

As well as the billboards in city centres, posters have emerged that feature a phone number which asks passers-by to chat via WhatsApp with the suggestion that users will receive fresh pieces of the campaign. 

Sven Schuwirth, COO of CUPRA, said: “Rosalía shares CUPRA’s unconventional spirit and, like the brand, is Spanish but with a truly international mindset. This partnership is another example of CUPRA reaching new generations who are looking for something different from all aspects of life. I’m very much looking forward to the next phases of this outstanding collaboration, stay tuned!”

In addition, the singer was born just four kilometres from the CUPRA HQ in Sant Esteve Sesrovires.

Last weekend also saw FC Barcelona wearing shirts printed with Rosalia’s MOTOMAMI logo, while this Friday sees her team up with boyfriend Rauw Alejandro on a new EP.