Škoda Made Tiny Replica Car Models to Shoot Its Quarantine Ads

With filming outside being impossible, the brand had directors shoot from home

With normal filming conditions impossible, Škoda's new campaign features replica cars instead. - Credit by Škoda / Optimist
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If the coronavirus crisis has shown the advertising industry anything, it’s that creativity can rise above even the biggest challenges. With on-set film production on hold, Škoda has become the latest brand to create and shoot an international ad campaign remotely from home.

Created by agency Optimist with production company Halal, the campaign, which includes four short films, strikes a different tone to what has come to be expected from car brand advertising.

Rather than featuring a car whose suspension is so smooth that it can rock a baby to sleep, or a sporty vehicle effortlessly hugging the bends of a road through a dramatic mountainous landscape, this Škoda campaign puts three miniature SUVs—a Kodiaq, Karoq and Kamiq—front and center.

In one spot, a man rolls around in his living room playing with a toy car; in another, an SUV is seen dodging egg cups and coffee cups as it navigates around the kitchen.


Škoda isn’t the only car brand to bring a miniature car replica to life in an ad. Last month, Honda UAE made a clever spot using original footage shot entirely from home.

Agency Memac Ogilvy in Dubai borrowed the miniature car from a Honda exec’s kid, attaching it to a hook and fishing line to pull it around on the floor.

CREDITS:

Client: Škoda
Agency: Optimist
Creatives: Ton Hollander
Agency producer: Silke Rochow
Production company: Halal
Director / DoP / production design / art direction: Johan Kramer, Steffen Haars, From Form
Editor: Kevin Whelan (Johan Kramer’s film), Brian Ent (Steffen Haars’ film), From Form (From Form’s film)
Grading: Joppo at De Grot, From Form
Online: Robin at de Grot (Johan Kramer’s film)
VFX: Thaumar Rep, ShoSho (Steffen Haars’ film)
Sound design: Marcel Walvisch (Johan Kramer and From Form’s films), Arno Willemstein (Steffen’s film)
Music: Sjam Sjamsoedin


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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.