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
Chris Hawken, Skoda’s head of marketing, added: ’The Skoda brand suffers
from a case of brand prejudice. We needed a campaign that would