‘You’re not seriously buying this are you?’ Skoda deconstructs car ad cliches
Skoda’s latest TV campaign deconstructs the cliches played out in car ads telling customers to look beyond the hyperbole at what they are actually buying.
The new campaign for the Octavia from DDB Sydney targets ‘Those who buy the car, not the ad’ and features a “family” driving down picturesque empty roads in New Zealand to sombre orchestral music.
A voiceover intones “life is a journey, it doesn’t matter where you’re going”, before the ‘mother’ turns to the camera and says “you’re not seriously buying all this are you?” turning to her ‘husband’ saying “we only met this morning”.
https://www.youtube.com/watch?v=4al-XZ2SXOY&feature=youtu.be
She then goes onto explain all the tactics on display, from the empty road meaning “freedom” to orchestral music signalling “luxury” and the “unnaturally” well behaved kids.
She finishes with the line: “Strip all of this away and what are you really paying for? A car. Wouldn’t you prefer yours to come without all the cliches?”
Other ads feature the actress deconstructing a range of other myths, like admitting her ‘husband’ is her 25th in car ads, in a spot talking about performance:
https://www.youtube.com/watch?v=QTQb4OPJNkM
And another looking at the features shows the pair in formal wear because “everything has to be sexy”, debunking the fact the cars features are always spotless and never showing some of the practical features because it’s “not sexy enough”.
https://www.youtube.com/watch?v=1OVPHG66Z5Q
A spot about the safety features shows the director explaining in detail to the kids the look he wants from them, detailing the advanced safety features in technical terms.
https://www.youtube.com/watch?v=HffrXlODiyE
“It’s not anti-category,” says DDB Managing Partner Amanda Wheeler, “it’s anti-cliché.”
ŠKODA Australia Managing Director Michael Irmer said: “I thought: ‘This is brilliant! Why has no-one thought of it before?”
“Initially we wanted to do a more conventional ad which points outs the merits of the car, but another way of doing it was found and it’s one we couldn’t resist.
“I think now that this will make you think of ŠKODA every time you see on of those car brands that uses the clichés.”
The campaign airs from today.
Credits:
DDB Sydney
Chief Creative Officer – Toby Talbot/Ben Welsh
Creative Partner – Steve Jackson
Art Director – Jason Woelfl
Copywriter – Sam Pascoe
Managing Partner – Amanda Wheeler
Producer – Jacqui Gillies
Production House: Finch
Director: Jae Morrison
Producer: Sarah Cook
Editor: Tim Mauger
Post Production: Finch
Sound: Stuart Welch
Sound Studio: Nylon Studios
Interesting concept but will it sell cars? Definitely stands out as I had to google search this when I saw the ad on TV, but my feelings are mixed.
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They should probably credit the overseas inspiration…
https://www.youtube.com/watch?v=Zc7PKtad2Fw
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Funny : ) I mute all AD’s because I’m sane : ) but not only did I Google to find a comment opportunity I get so excited when it comes on I dive for the remote laughing to unmute, it’s a great AD because the production & cast got it spot on, all the negative comments come from chronic Anti-Coms (Anti-Commenters) PS: I wont Copyright on “Anti-Com’s!” : )
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