Skoda Superb delivers a 'Best-in-Next-Class' punch
Conceptualised and executed by Publicis Ambience, the campaign finds a human metaphor to bring alive the special features of the car
BestMediaInfo Bureau | Mumbai | March 8, 2016
Skoda has launched the new Superb with an aggressive positioning of 'Best-in-Next-Class'. The launch campaign is one in its kind. Conceptualised and executed by Publicis Ambience, the campaign tells us that the car is all about surrounding oneself in an agreeable, cultivated and comfortable space. It wants us to sit back and sink into the car's luxurious ambience.
The TVC shows a martial arts fighter standing under water, meditating and practising his move, only till he is taken to reality where he is actually in a fight situation and knocks out his best move. A voiceover takes the viewer through the campaign's philosophy.
Speaking about the campaign, Tarun Jha, Head of Marketing, Skoda Auto India, said, “The Skoda Superb has always been our flagship product, and has a long heritage of delivering exceptional space, comfort and luxury. Our campaign highlights the new Superb's class beating attributes that makes it a real head turner – more poised, expressive and emotionally-charged than ever before.”
Bobby Pawar, Managing Director, Publicis South Asia, said, “The new Superb is a car that delivers above and beyond. It has class-beating performance machined into a sublime form. Our job, as we saw it, was to find a human metaphor that brought it alive.”
Jigar Fernandes, Executive Creative Director, Publicis Ambience, explained, “When you're punching above your weight, you have to give it your all. It's as true for the new Skoda Superb as it is for all of us.”
The TVC:
Credits:
Client: Skoda Auto
Agency: Publicis Ambience
Creative: Bobby Pawar, Jigar Fernandes, Srijan Shukla, Umesh Rawool, Ajinkya Bane, Anirudh More
Account Management: Paritosh Srivastava, Atin Wahal, Punit Bhatt, Meghna Kallat, Ankit Jani
Account Planning: Vikram Joshi
Production house: Hungry films
Director: Vijay Sawant
Executive Producer: Dharam Valia