https://www.youtube.com/watch?v=JYEMfewT-hc
ŠKODA unveils a brand new path for the model’s UK ‘Pushed by One thing Completely different’ marketing campaign platform
ŠKODA has launched a brand new UK TV advert for its highly-anticipated all-electric Enyaq iV SUV; a automotive that signifies a daring new period for the Czech automotive firm. Billed as an important mannequin ever launched within the model’s 126-year historical past, ŠKODA has partnered with Fallon London – a artistic company that sits inside Leo Burnett – to supply a skillfully crafted 60 second animated TV advert that tells the story of how the Enyaq iV was ‘created’.
Developed to showcase the automotive’s two distinct sides – eco-conscious and dynamic design – Fallon introduced this duality to life by means of a heart-warming story of a human household who adopts two younger child robots. Because the story develops, the siblings’ persona variations grow to be obvious – ‘Purr’ (the primary sibling) is mild and caring, whereas ‘Grrr’ (the second sibling) is impassioned and artistic.
After ending college and leaving residence, we see them attempt (and fail) at a wide range of jobs – their two characters by no means fairly in sync with one another till they stumble into the ŠKODA manufacturing facility. Right here, their variations are embraced as we see Purr and Grrr, work in concord to create a automotive that enhances their personalities and one of the best of each worlds; the Enyaq iV.
Directed by award-winning director, Frederic Planchon (of Academy Movies), with post-production and animation led by Freefolk and in collaboration with Fallon, the movie illustrates the automotive as an SUV for individuals who need the environmental advantages of driving electrical with out compromising on distinctive design.
Kirsten Stagg, Head of Advertising and marketing ŠKODA UK, feedback: “The marketing campaign fantastically dramatises the 2 sides of our all-electric SUV; a putting wanting, design-led automotive that’s form to the atmosphere. It’s an important automotive in our historical past and we set ourselves daring ambitions for each creativity and memorability for this launch. Working with Fallon, we have been in a position to carry to life this subsequent step in our Pushed by One thing Completely different artistic platform and the brand new period of electromobility for ŠKODA.”
The advert continues the evolution of the model’s ‘Pushed by One thing Completely different’ marketing campaign, which started in 2017 with Sir Bradley Wiggins – seen as a pivotal new chapter for ŠKODA within the UK – and continued with famend UK artist Paloma Religion (from 2018 to 2020).
Chaka Sobhani, CCO, Leo Burnett and Fallon London mentioned: “This was one in all our most creatively formidable campaigns up to now for ŠKODA, each when it comes to creating a giant, fantastically crafted story that basically brings to life the variations of the Enyaq iV, however attempting to try this in lockdown. With the assistance of the exceptional Frederic Planchon, we hope we’ve created a narrative filled with coronary heart and humanity that reveals the magic that may occur when two opposing forces come collectively. We’re very excited to introduce Purr and Grrr to the world.”
Alongside the 60 second TV advert, 30 and 20 second variations have been created. The multi-million-pound marketing campaign can be supported by VOD, OOH and digital exercise. Media is dealt with by Omnicom Media Group’s PHD who has secured a singular partnership with Channel 4 that features advert break takeovers the place Purr and Grrr will construct the Channel 4 brand throughout six totally different idents.
TV spots may also run throughout a plethora of channels together with throughout main sporting occasions this summer season. The Multi-media marketing campaign may also contain social media (Ogilvy), e-CRM (RAPP), digital (Tribal Worldwide), information (Merkle) and retailer advertising and marketing (ITG).
The Enyaq iV is ŠKODA’s first purpose-built battery-electric automotive, which launches in UK showrooms on 18 June 2021.
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