Škoda has launched a new global campaign to present the Peaq, its new electric vehicle and the model that the brand defines as the most premium and comfortable in its range. Created by AMV BBDO, the campaign introduces Ichy, a prehistoric creature inspired by the Ichthyostega, to build a story about evolution, curiosity and the permanent search for comfort.
The idea is that the desire to be better has historically driven exploration. In this case, Škoda takes that intuition to a prehistoric setting and presents Ichy as a half-fish, half-lizard creature, who 500 million years ago would have sought a new level of comfort outside of water. His journey works as a metaphor for the progress towards the Peaq, a vehicle whose name refers precisely to the idea of reaching the peak of comfort.
The spot takes place in a prehistoric world where Ichy advances with determination, curiosity and a certain defiant attitude. Neither the hostile environment nor a nearby eruption interrupts its path. The piece uses the song “Ain’t Got Time to Waste”, by Aim & YZ, to reinforce the energetic and confident tone of the character.
After accompanying Ichy on his journey to dry land, the narrative accelerates the passage of time through a sequence that connects that first evolutionary impulse with the present, establishing a parallel between the primitive search for convenience and the comfort offered by the brand’s latest generation of electric vehicles.
The production included Untold Studios and Rogue Films, with editing by Tenthree, audio post-production by Factory Studios and musical supervision by 12 Decibels.
The character has been designed and animated by Untold Studios in London with the intention of giving him a recognizable, expressive and friendly personality. The campaign avoids presenting the car solely based on its performance and uses Ichy as an emotional resource to talk about confidence, curiosity and progress.
“Peaq is Škoda’s new flagship; the most beautiful car we’ve ever made, so the story had to live up to that claim,” said Meredith Kelly, Global Marketing Director at Škoda. “Going back 500 million years to find the first spark of comfort on land seemed fitting. Progress always begins with someone brave enough to try something new.”
The campaign has a global presence on television, digital media, outdoor advertising and social networks. Its objective is to present the Peaq as a qualitative leap within Škoda’s electric range, but also as an expression of the brand’s creative ambition in this new stage.
“Peaq is a proud moment for Škoda,” explained Guy Hobbs, Executive Creative Director at AMV BBDO. “It takes the brand to new heights, so we wanted the work to do the same. We wanted to take comfort to a more emotional place: to trust, curiosity and exploration.” The result is a campaign that combines animation, brand storytelling and product launch to present electrification as a new stage in the human search for comfort.
