Skoda has launched a new UK TV ad for its highly-anticipated all-electric Enyaq iV SUV; a car that signifies a bold new era for the Czech car company. Billed as the most important model ever introduced in the brand’s 126-year history, Skoda has partnered with Fallon London – a creative agency that sits within Leo Burnett – to produce a skilfully crafted 60 second animated TV ad that tells the story of how the Enyaq iV was ‘created’.
Developed to showcase the car’s two distinct sides – eco-conscious and dynamic design – Fallon brought this duality to life by way of a heart-warming story of a human family who adopt two young baby robots. As the story develops, the siblings’ personality differences become apparent – ‘Purr’ (the first sibling) is gentle and caring, while ‘Grrr’ (the second sibling) is impassioned and creative.
After finishing school and leaving home, we see them try (and fail) at a variety of jobs – their two characters never quite in sync with each other until they stumble in to the Skoda factory. Here, their differences are embraced as we see Purr and Grrr, work in harmony to create a car that complements their personalities and the best of both worlds; the Enyaq iV.
Directed by award-winning director, Frederic Planchon (of Academy Films), with post-production and animation led by Freefolk and in collaboration with Fallon, the film illustrates the car as an SUV for people who want the environmental benefits of driving electric without compromising on distinctive design.
The advert continues the evolution of the brand’s ‘Driven by Something Different’ campaign, which began in 2017 with Sir Bradley Wiggins – seen as a pivotal new chapter for Skoda in the UK – and continued with renowned UK artist Paloma Faith (from 2018 to 2020).
Alongside the 60 second TV ad, 30 and 20 second versions have been created. The multi-million pound campaign will be supported by VOD, OOH and digital activity. Media is handled by Omnicom Media Group’s PHD who have secured a unique partnership with Channel 4 that includes ad break takeovers where Purr and Grrr will build the Channel 4 logo across six different idents. TV spots will also run across a plethora of channels including during major sporting events this summer. The Multi-media campaign will also involve social media (Ogilvy), e-CRM (RAPP), digital (Tribal Worldwide), data (Merkle) and retailer marketing (ITG).