Fallon’s ads for Skoda play on negative image

Fallon McElligott is challenging the perception of Skoda as a down market car brand with its first campaign for the marque since it wrestled the UK account from Grey at the end of last year.

Fallon McElligott is challenging the perception of Skoda as a down

market car brand with its first campaign for the marque since it

wrestled the UK account from Grey at the end of last year.



The campaign, which includes press, posters and television, takes a

humorous approach. The ads illustrate the comic distance between

people’s expectations of Skoda and the reality of the car.



There are three TV commercials in the campaign. One shows a visiting

dignitary being shown around a car factory that is clearly at the

cutting edge of technology. His guide tells him that the engines meet

European emission standards that don’t even come into effect until 2005,

and have triple-reinforced doors.



The party progresses to the finished Skoda Fabia, which the guide

presents to his visitor’s praise. ’Wonderful. Absolutely wonderful.

Marvellous,’ he enthuses, before adding: ’I hear you make those funny

little Skoda thingy cars here as well.’



The ad ends with the line: ’It’s a Skoda, honest.’



The theme is continued in a second execution showing a car park

attendant apologising to a car owner because he thinks vandals have

stuck a Skoda badge on his car. Another features a team of men loading a

sleek-looking car on to a Skoda exhibition stand and being rebuked.



The campaign was written and art directed by Richard Flintham and Andy

McLeod. The commercials were directed by Frederik Bond from Harry Nash

and print photography was by Blinkk. Media planning and buying is

through MediaCom TMB.



Flintham said: ’We have tried to write a campaign that is

single-mindedly built around the product but which also finds humour in

the clash between the truth about the product and the truth about

consumer perceptions.’



Chris Hawken, Skoda’s head of marketing, added: ’The Skoda brand suffers

from a case of brand prejudice. We needed a campaign that would

challenge that.’



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