NEWS: Grey tackles Skoda reputation on TV

Skoda is poised to bury its jokey image once and for all in a return to TV advertising after an absence of two years.

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

lives.



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

living.



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.’