This Škoda automobiles spot is one of three in the “Shot at Home–Discover New Possibilities” campaign, each with its own director and involving a different miniature car model. All three directors are from production house HALAL (Amsterdam, Berlin) with the Škoda campaign conceived by Hamburg-based agency Optimist.
Ton Hollander, CCO and partner, Optimist, said, “In times where ‘the normal’ becomes ‘the odd,’ you have to leave the beaten path to move forward. When the pandemic hit, our industry was (and is) confronted with radical new propositions forcing us to go back to the very core of creativity–coming up with unconventional solutions for newly emerged challenges. The core idea for ‘Shot at Home; Discover new Possibilities’ is very much inspired by this spirit. We approached HALAL with an unpretentious brief: can you shoot a Škoda SUV campaign at home, with a minimal crew consisting of your household, only equipped with a miniature car model? The result is three distinct films each relatable to our target audience in different ways. ‘Discover New Possibilities’ not only became the tagline for the Škoda SUV models, but a tagline on how to embrace the emerged situation.”
The directors are Steffen Haars, Johan Kramer and From Form. This ScreenWork entry is the piece promoting the Škoda Kodiaq SUV directed by Haars who explained, “I immediately loved the idea of a ‘working-at-home-dad’ being completely distracted by a toy car, totally losing himself in this self-created car ad. The challenges and (at times) distractions of working at home are familiar to a lot of people these days. It was really refreshing to work like this, and I think what you see on screen reflects all the raw energy and enthusiasm put directly into the crafting of these films.”
Tobias Talmon, head of Škoda Marketing Communication, stated, “Being inventive, human and surprising is what defines us as a brand and as a team. While this campaign perfectly delivers on that, there is extra touch of magic in the films thanks to the passion and enthusiasm of everyone involved, the directors especially. Business aside, we really hope that Škoda fans and friends will enjoy these films and will be inspired to discover new possibilities.”
