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.