Truffle hunting pig used to represent inquisitive Skoda buyers in first ad from DDB Sydney
Skoda Australia has introduced the new Octavia Scout 4×4 to the Australian market with a campaign which uses black truffle hunting pigs to represent the Skoda buyer who like to discover brands, products and experiences.
The campaign is the first from DDB Sydney since the agency took the account following a pitch process from The Works in February.
https://youtu.be/7PcUeQSkROk
The ‘Born Curious’ campaign is narrated by a pig hunting prized black truffles, before the owner discovers the blue Skoda. The pig’s voice is provided by Czech actor Karel Roden.
Skoda Australia director Michael Irmer said it was the brand’s challenge to build awareness and consideration of the new vehicle in the Australian market.
“The opportunity for us is to do something different – to stand out in a cluttered category among larger brands with greater awareness,” he said in a statement.
The campaign runs on TV, digital and social.
DDB creative partner Simon Veksner said: “Skoda make great cars but is looking to build awareness in Australia. Their team gave us a fantastic brief to find an ownable place in a crowded market.
“We found that Skoda drivers love to research everything. They’re not superficial people. So the goal here is to appeal strongly to a targeted group of people you might call independent thinkers. We think this idea will resonate well with them.”
Credits
Production Company
- Production Co: Robber’s Dog
- Director: Ben Quinn
- Executive Producer: Mark Foster
- Editor: Jack Hutchings, The Butchery
- Post: Alt.vfx
- Sound: Nylon Studios
DDB
- Chief Creative Officer: Toby Talbot
- Creative Partner: Simon Veksner
- Creative Partner: Noah Regan
- Kevin Masters: Senior Writer
- Claire Seffrin: Senior Producer
- Managing Partner: Amanda Wheeler
- Senior Business Director: Miguel Garcia
Client
- Director – Michael Irmer
- Retail & Digital Manager – Andrew Younis
Nice work DDB – excellent metaphor
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Love it.
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Me too.
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So glad they got Karel Roden to voice it. Would have made little sense without.
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Metaphors like this are confusing for people who don’t think consciously about ads. I still only sort of get it and I’ve no idea how it connects to Skoda.
All the big agencies do these big pretentious ads for big brands, but they have little to no effect above the bare minimum one gets simply by being on TV.
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This ad tells me that Skodas are an acquired taste for poseurs that’s hard to find and will probably cost a fortune. Which for the average Australian car buyer more or less fits with their idea of Euro cars.
Quite why a fringe brand like Skoda would use an expensive mainstream media like TV to highlight their irrelevance to a mainstream audience is beyond me.
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Oh look, it’s an ad that tells you to buy a 3 series BMW instead.
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@Dr O
One of my all-time favourite Mumbrella comments. Keep up the good work.
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slightly creepy but overall i really like it.
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Its Great,I Love it,Thanks for giving the pig a Voice!!!
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This add only makes what to buy another Skoda!! I’ve got two and one is due for an updates so I’ve hard it for 5 years. Skoda it is!! BMW? I dint think so!!!
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Sorry about the spelling in my previous post lol. Bad habit of not checking lol
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Just saw the ad and was delighted to recognize a truffle pig at work. A nice metaphor for a European luxury with growing recognition in Australia. { truffle biased}
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I don’t even drive,but this truffle pig is the most adorable critter ever,and could almost tempt me to learn!!! Very clever ad and I hope it does really well for you here in Oz
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Sadly, I’ve only seen this ad once on free to air TV. It struck me right away and if I was in the market for a new car (I’m not of course – I’m quite happy with my Golf), I’d check out the Skoda range
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