Skoda Octavia vRS: Bigger isn’t better in, ‘it’s not your everyday family car.’

Client: Skoda

Agency: Fallon

This is the second Fallon ad that I’ve really enjoyed this year. If I’m not careful I’m going to sound like a bit of a fangirl, but here is why I think it’s so good. I’m of the opinion that car ads are, by and large, boring. “Here is this new car showcased with a powerful driving soundtrack and a backlit dramatic sky,” “Here is this car that will take you places that no other car has taken you and maybe more dramatically,” etc. Not to say that all car ads do this by any means, but it is certainly a well-driven formula (sorry). So, this ad is good because it breaks the formula by mocking it.

A bit of humour always goes down well, but more than that, the ad brings to our attention our increasing obsession with bigger is better. The 4×4 is the unchallenged king of many UK surburban roads these days, but really, what’s so great about them anyway? Who says a big car makes a better family car? If the Skoda has the necessary number of seats and sufficient space why must we always ask for more? Sometimes, good things come in standard size packages too.

Further reading: Adweek gives their take on the ad.

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2 responses to “Skoda Octavia vRS: Bigger isn’t better in, ‘it’s not your everyday family car.’

  1. Great post, totally agree about the power of humour – it’s one of the quickest/best ways to really connect with people. Last week I was asked to come up with three “brilliant” ideas for an extremely boring and average financial product for a very staid building society by a design company. When I followed the building society’s brief closely the design agency told me to ignore it (so why give it to me in the first place?!) and do something that would “wow” them. So I did something a bit more radical and was told “Humour? You can’t use humour in financial services! It’s all about trust, and…err…mutuality” (mutuality…? like “we care about you”…how wow is that?). Yeah, humour rocks, especially as so many clients don’t have the guts to use it.

    • Thanks Jim. Ohh don’t even get me started on financial services! A lot of the brands are utterly deluded when it comes to current customer sentiment. I don’t know a single person who believes the ‘we care about you and want the best for you with *insert financial products*’ line. Time for a bit of honesty/humour to shake things up for a bit I think, if only you can find a willing client 😉

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