30 May 2017

New ŠKODA campaign via DDB Sydney challenges normal car ad conventions

Škoda today launched a new brand campaign, via DDB Sydney, that centres on the idea that you don’t have to be famous to be brilliant.

Featuring clever Australians doing amazing things, and doing them differently, the campaign challenges the normal car ad conventions.

Škoda Australia Director Michael Irmer said that this innovative brand awareness campaign is unique in that it challenges the buyer to disregard the more obvious choices and, instead, consider Skoda.

“Škoda’s tagline, ‘Simply Clever’, encapsulates both the accessibility and the innovation of our cars and SUVs,” Irmer said.

“The brand campaign paves the way for an entirely new direction for Škoda in the shape of the Kodiaq. As the first affordable seven-seat SUV from Europe, it is a game changer, one that challenges not only the traditional market leaders in this family vehicle segment, but also far more expensive prestige models,” he said.

DDB Sydney Managing Partner Amanda Wheeler said the campaign pushes against category conventions to stand out in a cluttered market.

“In an unexpected approach for a car company, this Škoda campaign celebrates people who are brilliant but not famous,” Wheeler said.

“The idea of the campaign is to align the brilliance and inventiveness of these people with the brilliance and inventiveness of Škoda, helping to create a greater appreciation of the Škoda brand in Australia,” she said.

DDB Chief Creative Officer Ben Welsh said the campaign is sophisticated, subtle and aspirational, and features two Aussies who certainly aren’t household names but are nonetheless exceptional.

“In the first spot we meet Dr John O’Sullivan, the leader of the team who invented Wi-Fi, and a second to be launched in July features Aelita Andre, a 10-year-old artist who had her first art exhibition in New York at the age of four,” Welsh said.

“Too many people in this world are famous for being famous, while those who really contribute to society are often overlooked; this campaign beautifully highlights the simple genius and different thinking that has gotten our talent where they are today,” he said.

This is the biggest campaign for the Škoda brand this year and will run over three months across TV, outdoor, social, digital and retail nationally.