Ana Mena will represent OMODA in Spain through a campaign built around «El camino es atreverse». The automaker is linking her career story to its effort to reach a new generation.
On 16 October 2026, OMODA named singer and actress Ana Mena its brand ambassador in Spain. Mena began her professional artistic career at the age of 10; her work in music and acting now gives the campaign its personal story.
Built around the slogan «El camino es atreverse» («The way is to dare»), the partnership links the carmaker to music and culture, while drawing on design and lifestyle. OMODA & JAECOO Spain marketing director Lucía González described the initiative as part of the brand’s effort to reach new generations through interests in their everyday lives, including music and lifestyle.
The campaign gives OMODA a cultural platform, rather than announcing a vehicle launch or a new offer for buyers. The company presents itself as a young automotive brand seeking to reach a new generation and move beyond traditional car advertising. Its central theme is the courage to make choices and change direction. Mena has said that growing up means trying new things and not being afraid to alter course.
Before the announcement, OMODA’s social media teasers featured a mysterious «O», a suitcase and visual references to Mena. The campaign’s themes include travel and personal choice, with change running through them.
The campaign’s concept draws on Mena’s career, which began when she was 10, and her work in music and acting. One planned content format poses the question, «If my 10-year-old self could see me now…», linking her present-day career with her childhood dreams and decisions.
OMODA says the collaboration will continue over the coming months and throughout 2027, with new material and experiences featuring the singer presented in fresh formats. The campaign aims to connect the brand with younger consumers through music and lifestyle, while fashion and culture also feature. It also ties mobility to the idea of choosing one’s own path.
Mundo Deportivo reported that Mena drives the OMODA 5 SHS hybrid. The ambassador announcement itself did not mark the launch of that model.
