Skoda is poised to bury its jokey image once and for all in a return to
TV advertising after an absence of two years.
The ads, for Skoda’s Felicia marque, break next Monday through Grey and
are the first TV work the agency has produced since prising the account
out of GGK last March.
The new work consists of four 20-second and two ten-second ads. The
longer spots show the Skoda being used by ordinary people - a midwife, a
football coach, a nightclub bouncer and a zookeeper - in their everyday
According to Skoda’s account director, Steve Watson, the scripts also
inject an element of wit. For example, the ad featuring the bouncer
portrays a man wearing a black tie driving the Felicia. The voiceover
runs through the car’s safety features, but it is only when the man
pulls up outside a nightclub that the viewer realises what he does for a
The endline for every ad is: ‘Everyone needs a little protection.’ The
ten-second spots are used to top and tail commercial breaks.
The ads were directed by Patricia Murphy, art directed by Gary Woodward
and written by Ivor Jones.
Watson said: ‘The TV work is a continuation of Skoda’s metamorphosis
away from the jokes and dreadful-car comments. We want to show Skoda
being used by normal people who have more important things in their
lives than just a car.’