Škoda "The climb" by Fallon London

Sir Bradley Wiggins helps steer Skoda in a new direction with his first ad as part of a three-year partnership with the Volkswagen-owned car marque.

The 90-second film charts Wiggins’ journey from a child learning to ride a bike to a cycling champion scaling the peaks of north-west Wales. It kicks off the "Driven by something different" campaign, created by Fallon London, as Skoda attempts to position itself as a premium brand. The work was written by Emma Thomas, art directed by Ryan Delaney and directed by Martin Krejcí through Stink.