Skoda shines a light on the inglorious heroes of Australia.
Czech automotive company Skoda has launched a campaign that focuses on the unsung heroes of the contemporary world.
The ad, titled 'You don't have to be famous to be brilliant', features Australia gamechangers including Dr. John O'Sullivan, the co-inventor of WiFi.
DDB Sydney managing partner Amanda Wheeler says the campaign pushes against category conventions to stand out in a cluttered market.
“In an unexpected approach for a car company, this Skoda campaign celebrates people who are brilliant but not famous.
“The idea of the campaign is to align the brilliance and inventiveness of these people with the brilliance and inventiveness of Skoda, helping to create a greater appreciation of the Skoda brand in Australia,” Wheeler says.
Skoda Australia director Michael Irmer says the innovative brand awareness campaign is unique as it challenges the buyer to disregard the more obvious choices and, instead, consider Skoda.
“Skoda's tagline, 'Simply Clever', encapsulates both the accessibility and the innovation of our cars and SUVs,” Irmer says.
“The brand campaign paves the way for an entirely new direction for Skoda 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 adds.
The campaign, which is the biggest this year for the brand, is rolling out across TV, outdoor, social and digital nationally over the next three months.
DDB chief creative officer Ben Welsh called the campaign sophisticated, subtle and aspirational, and features two Aussies who aren't household names but are nonetheless exceptional.
“In the first spot we meet Dr John O'Sullivan, the leader of the team who invented Wi-Fi, 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.
“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,” Welsh says.