written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2020-06-16

Campaign: Skoda - Discover New Possibilities – Shot At Home

Campaign: Skoda - Discover New Possibilities – Shot At Home

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. This month he looks at the new Skoda campaign "Discover New Possibilities - Shot At Home".

Platforms:

TV, online, social media

Learnings:

  1. The new reality still feels unreal. Time for brands to address this in their campaigns. Because things will never be the same again.
  2. A strong brand has to make its claim come alive over and over again. Through the product, through communication, through change.
  3. To reach people, you must first understand them. Their lives, their needs, their situations.
  4. If there is one thing that can help us in the current crisis, it is creativity.

Background:

Car advertising during Corona. Lockdown and stay at home. A challenge, creative and strategic. A new car, right now? Really?

Objective:

When everything we know is suddenly no longer normal, perhaps even no longer exists, then it is time to take another path. With creativity to combat the crisis, out of normality, towards a creative not-normal that drives us, that pushes us forward even during these times.

Execution:

Unique and with every second more fascinating. Entertaining and confusing. Emotional in a touching way. An execution appropriate for the current times and groundbreaking - because right now creativity is all-important. Three spots, three directors, three different implementations - all filmed in the respective director’s home.
The real highlight: the toy Skoda models which can be seen here driving around the director’s home environment.

Watch two further spots from the series here and here.

Hot or not?

A campaign that interprets the Skoda claim "Simply Clever" perfectly.  Innovative, full of creativity and yet with a playful lightness. Above all very human because it focuses on many people’s current situation.

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