News

SKODA's ad campaign is simply the cleverest (619)

SKODA's ad campaign is simply the cleverest

A car ad campaign that subverts the clich's while cleverly making use of them is the centrepiece for Š KODA Australia's spectacular new ad campaign.

Airing from Sunday on free-to-air and pay television, the four TVCs are calculated both to crack up the viewer while recommendingŠKODA as a smarter choice.

Filmed by the DDB agency amid the wintery scenic splendour of New Zealand and featuring actors whose appearances embody the inevitable type casts of car commercials, the ads initially appear to be cast from the same mould as these.

Then, startlingly, the female lead breaks the fourth wall in the manner of the US drama House of Cards, speaking directly to the viewer confessing that this is her 25th screen husband, the children behind them are unnaturally well-behaved and their real parents must be proud.

A conspiracy is formed between the actor and viewer. You're too clever to be taken in, it tells you, and you're clever enough to recognise that aŠKODA sells on its substance and can do without pretence.

"It's not anti-category," says DDB Managing Partner Amanda Wheeler, "it's anti-clich".

Š KODA Australia Managing Director Michael Irmer was delighted.

I thought: "This is brilliant! Why has no-one thought of it before?" Mr Irmer said.

Initially we wanted to do a more conventional ad which points outs the merits of the car, but another way of doing it was found and it's one we couldn't resist.

I think now that this will make you think ofŠKODA every time you see on of those car brands that uses the clich's.

60 TVC - https://youtu.be/4al-XZ2SXOY
30 TVC - https://youtu.be/edrQyxfcbTE
FEATURES - https://youtu.be/1OVPHG66Z5Q
PERFORMANCE - https://youtu.be/QTQb4OPJNkM
SAFETY -https://youtu.be/HffrXlODiyE

CREDITS

DDB Sydney

Chief Creative Officer - Toby Talbot/Ben Welsh
Creative Partner - Steve Jackson
Art Director - Jason Woelfl
Copywriter - Sam Pascoe
Managing Partner - Amanda Wheeler
Producer - Jacqui Gillies

Production House: Finch
Director: Jae Morrison
Producer: Sarah Cook
Editor: Tim Mauger
Post Production: Finch
Sound: Stuart Welch
Sound Studio: Nylon Studios

Music Composition: Nylon StudiosProduction House: Finch
Director: Jae Morrison
Producer: Sarah Cook
Editor: Tim Mauger
Post Production: Finch
Sound: Stuart Welch
Sound Studio: Nylon Studios
Music Composition: Nylon Studios