Skoda Australia’s latest instalment in their highly successful brand campaign via DDB Sydney, airs this week with an entertaining TVC and supporting content.
Since taking on the Skoda business in May 2015, DDB Sydney has had a clear vision for the brand that is both disruptive and authentic and this latest instalment is true to form.
DDB Sydney managing partner, Amanda Wheeler, commented, “The Skoda brand in Australia has a low market share and limited recognition. Our challenge is to create both disruptive and stand out creative that cuts through a very cluttered genre. This latest instalment does not disappoint.”
Following the highly successful Skoda Superb Reverse Test Drive content film and social film Dog Seat Belt, the latest work for the new Octavia campaign are calculated both to bring a smile to the viewer while positioning ŠKODA as a smarter choice.
Airing this week on free-to-air and pay television, the creative was filmed by DDB Sydney and production partner Finch amid the wintery scenic splendour of New Zealand, featuring actors whose appearances embody the inevitable stereotypes of car commercials, the ads initially appear to be cast from the same mould as these.
Then, startlingly, the female lead breaks the fourth wall in the manner of the US drama House of Cards, speaking directly to the viewer asking “You’re not buying this, are you?”
A conspiracy is formed between the actor and viewer. You’re too clever to be taken in by the clichés and recognise that a ŠKODA relies on its substance and can do without the pretence.
“It’s not anti-category,” said Wheeler, “it’s anti-cliché.”
Andrew Younis, Skoda Australia marketing manager, said, “We know people most likely to consider a Skoda aren’t looking for the predictable, they do their own research, they look for brands that stand out and stand for something. We think the Octavia delivers on that and has the substance to match. As a result,we have created a campaign to appeal to that sensibility.”
Chief Creative Officer – Toby Talbot/Ben Welsh
Creative Partner – Steve Jackson
Creative Partner – Ant Melder
Creative Partner – Michael Barnfield
Art Director – Jason Woelfl
Copywriter – Sam Pascoe
Managing Partner – Amanda Wheeler
Producer – Jacqui Gillies
Production House: Finch
Director: Jae Morrison
Producer: Sarah Cook
Editor: Tim Mauger
Post Production: Finch
Sound: Stuart Welch