Skoda road tests Australians and their badge bias in brand new Superb campaign via DDB Sydney
CB Exclusive – DDB Sydney has created an online film as part of Skoda Australia’s launch of the new Superb – the most advanced and premium vehicle the brand has released to date.
The campaign revolves around the insight that “Some see a badge, where others see Superb” – Skoda and DDB decided to challenge the badge bias of Australian drivers.
The new Superb features outstanding technology, comfort and performance and has garnered rave reviews from the toughest local and international judges, pitting it against the more traditional German luxury auto brands.
Skoda Australia marketing manager, Andrew Younis, said this gave Skoda the confidence to lay down the challenge to Australian drivers to test whether they could see the quality of the car beyond the badge.
Says Younis: “DDB came back to us with an idea that challenges people to think twice about Skoda and the new Superb by asking them to look beyond the badge and see that Superb is truly for the discerning.”
Says Steve Jackson, creative partner, DDB Sydney: “The premise was to invite people to test drive the new Superb but the twist came when the Superb started a conversation that was more about the customer and how open they were to appreciating the true values of the car with a badge that wasn’t as familiar.
“It was amazing how honest the people were. After the obvious surprise of the Sat Nav talking to them, it soon became a kind of car confessional whereby they opened up and revealed their true selves. Kudos to our cheeky, judgmental Sat Nav who somehow managed to keep a straight face.”
Client: ŠKODA Australia
Marketing Manager: Andrew Younis
Marketing & Communications Manager: Emma Ireland
Product and Marketing Support: Arnav Dhawan
Advertising Agency: DDB Sydney
Chief Creative Officer: Toby Talbot
Creative Partner: Steve Jackson
Creative Partner: Noah Regan
Senior Creative: Matt Chandler
Copywriter: Sam Pascoe
Managing Partner: Amanda Wheeler
Business Director: Katherine Butterworth
Head of Integrated Content: Sevda Cemo
Producer: Anna Wright-Hands
Editor: Fraser Kelton
Designer: Ramon Rodriguez
Social Content Manager: Liana Rossi
Community Manager: Salil Kumar
Production Company: Photoplay Films
Director: Armand De Saint-Salvy
Executive Producer: Oliver Lawrence
Producer: Bonnie Fay
Post Production: Fanatic Films
Editor: Joe Morris
Grade: Scott Maclean
Online: Joe Maurici, Russell Masters
Producer: Renee Masters
Sound: Nylon Studios
Audio Engineer: Stuart Welch
Post Producer: Angelina Phengphong
15 Comments
That’s a Superb ad.
Clever and simple. I like it
It is good.
nice one Armand, smart approach.
DDB blowing their own horn again. Another test drive, another gimmick.
Love it, very well done.
Really nice execution. Nice one Armand you legend!
Yawn.
Reminds me of Juggling. Fun to have a go, a bit dull to watch.
WTF???????????
It’s a car that disses you and acts like a smart arse, why???
its good. its fresh. it’s different
It’s a car that disses you and acts like a smart arse, why???
Yeah guys. Cancel your awards entries this is a fucking winner.
Makes no sense and is therefore total garbage.