NZ-based director Jae Morrison from Finch shoots latest ŠKODA spots via DDB Sydney

A car ad campaign that subverts the clichés while cleverly making use of them is the centrepiece for ŠKODA Australia’s new ad campaign via DDB Sydney and production partner Finch. NZ-based director Jae Morrison shot the spot.

Airing from tonight on free-to-air and pay television, the four TVCs were filmed amid the wintery scenic splendour of New Zealand. 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.

VIEW THE SPOT

View the Performance spot

View the Features spot

View the Safety spot 

Since taking on the ŠKODA business in May 2015, DDB Sydney has had a clear vision for the brand that is both disruptive and authentic and this latest instalment is true to form.

Says Amanda Wheeler, managing partner, DDB Sydney: “The ŠKODA brand in Australia has a low market share and limited recognition.  Our challenge is to create both disruptive and stand out creative that cuts through a very cluttered genre. This latest instalment does not disappoint.”

Following the highly successful Skoda Superb Reverse Test Drive content film and social film Dog Seat Belt, the latest work for the new Octavia campaign are calculated both to bring a smile to the viewer while positioning ŠKODA as a smarter choice.

Then, startlingly, the female lead breaks the fourth wall in the manner of the US drama House of Cards, speaking directly to the viewer asking “You’re not buying this, are you?”

A conspiracy is formed between the actor and viewer. You’re too clever to be taken in by the clichés and recognise that a ŠKODA relies on its substance and can do without the pretense.

Says Wheeler: “It’s not anti-category, it’s anti-cliché.”

Says Andrew Younis, marketing manager, ŠKODA: “We know people most likely to consider a Skoda aren’t looking for the predictable, they do their own research, they look for brands that stand out and stand for something. We think the Octavia delivers on that and has the substance to match. As a result,we have created a campaign to appeal to that sensibility.”

Agency – DDB Sydney

Media agency:  Mediacom