Why do hats have a pompom? Do fish sleep? Why do the turn signals flash? These are some of the questions that Škoda poses in its new brand campaign and which puts curiosity and ambition to discover and explore at the center of its personality and positioning, as it has been reflecting for years under the claim “Let’s explore”.

Devised by the PS21 agency, the campaign conveys the brand’s philosophy to society, based on stimulating curiosity as the engine of evolution. With it, as stated in a statement, Škoda launches an invitation to society to open itself to new experiences and to observe carefully and question what is normally taken for granted.

The idea materializes in a spot titled “What was your last why?”, for which artificial intelligence supervised by creative human talent has been used. The piece, inspired by the trend of minimalism, makes a sober presentation of different objects and is accompanied by a speech that poses questions to the viewer trying to provoke reflection.

In addition to the spot, the campaign includes a series of graphic and outdoor advertising pieces that, under the same visual style, pose simple questions that invite you to observe everyday life with a new attitude and from another perspective. The strategy places Škoda as part and ally of this process, as reflected by the tarp deployed by the brand in the center of Madrid, after an initial phase in which the brand has hidden its presence in the message.

The approach of the campaign is aligned, as the brand points out, with the spirit of Škoda. “This campaign seeks to discover the reason for something that you have never questioned, a logic that leads you to think about why you should choose Škoda, a brand that has grown and evolved.“, explains Beatriz Colorado, Marketing Manager of Škoda in Spain, in a statement.

From the agency, for their part, they point out that both the campaign and the “Let’s explore” concept open the possibility for the brand to tell new stories with meaning and purpose, and connect with territories such as culture, design or lifestyle. With this, the way is opened to a broader discourse that is not exclusively focused on the product.

The launch of this brand campaign comes after the launch of a new generation of car models, such as Enyaq, Epiq and Elroq; or the presentation of “Modern Solid”; the design philosophy that will guide the company’s vehicles for years to come.

The campaign has been active since last Monday, January 5, and includes executions on television, digital, outdoor, social networks and editorial content, according to media planning worked together with PHD.
The campaign has also had the collaboration of Glassy Films in production, Metropolitana in post-production and Trafalgar 13 in sound design.