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‘You don’t have to be famous to be brilliant’: Škoda recruits co-inventor of WiFi to challenge conventional car choices

DDB Sydney and Škoda have recruited co-inventor of WiFi, Australian John O’Sullivan, in a new brand campaign which aims to push against car category conventions and standout in a cluttered market.

The new piece of work, out of DDB Sydney, shows O’Sullivan driving a Škoda and admiring its features, while talking about how he created WiFi, and the challenges involved.

A 30-second ad sees O’Sullivan talk about other inventors of some of the world’s most-used items.

Škoda Australia director Michael Irmer said the new brand awareness campaign challenges buyers to consider a Skoda, rather than more conventional car brands.

“Škoda’s tagline, ‘Simply Clever’, encapsulates both the accessibility and the innovation of our cars and SUVs,” Irmer said.

“The brand campaign paves the way for an entirely new direction for Škoda in the shape of the Kodiaq. As the first affordable seven-seat SUV from Europe, it is a game changer, one that challenges not only the traditional market leaders in this family vehicle segment, but also far more expensive prestige models,” he said.

DDB Sydney’s managing partner Amanda Wheeler said the campaign aims to stand out in a ‘cluttered market.’

“In an unexpected approach for a car company, this Škoda campaign celebrates people who are brilliant but not famous,” Wheeler said.

“The idea of the campaign is to align the brilliance and inventiveness of these people with the brilliance and inventiveness of Škoda, helping to create a greater appreciation of the Škoda brand in Australia,” she said.

DDB’s chief creative officer Ben Welsh said the campaign highlights “simple talent” and is sophisticated, subtle and aspirational.

“In the first spot we meet Dr John O’Sullivan, the leader of the team who invented WiFi, and a second to be launched in July features Aelita Andre, a 10-year-old artist who had her first art exhibition in New York at the age of four,” Welsh said.

“Too many people in this world are famous for being famous, while those who really contribute to society are often overlooked; this campaign beautifully highlights the simple genius and different thinking that has gotten our talent where they are today.”

The new work is the biggest for the Škoda brand this year and will run nationally across TV, outdoor, social, digital and retail.

Credits:

Client:

  • SKODA Australia Director: Michael Irmer
  • Marketing Manager: Irena Kelava
  • Marketing Manager: Andrew Younis
  • Marketing Communications Manager: Emma Ireland

Agency: DDB

  • Chief Creative Officer: Ben Welsh
  • Creative: Dave King
  • Creative: Jason Woelfl
  • Managing Director: Nicole Taylor
  • Managing Partner: Amanda Wheeler
  • Business Director: Charlie Norfeldt
  • Business Executive: Sigrid Westhoff
  • Planning Partner: Graham Sweet
  • Senior Planner: Mark Arvai
  • Head of Integrated Content: Sevda Cemo
  • Senior Producer: Sevda Cemo
  • Producer Content Film 3: Isabella Harris
  • Social content creator: Lachlan Stewart
  • Digital Producer: Maria Cherginets
  • Print Producer: John Wood
  • Production House: Exit Films
  • Director / Content Director: Greg Wood/ Tom Campbell
  • Executive Producer: Leah Churchill Brown
  • Producer: Karen Sproul
  • Cinematographer: Ross Giardina ACS
  • Post Production: The Editors
  • Editor Skoda Brand: Bernard Garry ASE
  • Editor KODIAQ: Lawrence van Camp
  • Editor Content: Grace Eyre
  • Colourist: Billy Wychgel
  • Flame Operator: Viv Baker
  • Executive Producer: Kate Stenhouse
  • Producer: Daniel Fry
  • Sound Production: Rumble Studios
  • Creative/Sound Engineer: Nat Noyce
  • Executive Producer: Michael Gie
  • Producer: Sharika Toth
  • Music Composter: Rumble Studios
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