Skoda is embracing the imperfections of family life with its new ‘Made for Familying’ campaign, from Leo Burnett.
The first ad from the creative agency since it won the Skoda account last autumn is promoting the automaker’s updated range of SUVs by leaning into all the highs, lows, twists and turns that happen when families are on the road.
A 40-second hero film follows a woman driving the all-new Škoda Kodiaq Plug-in Hybrid, as she experiences lots of different ‘familying’ moments, from spilling ice cream on the seats to getting ‘snack-taxed’ on a long drive.
In what is sure to be an earworm, she describes each new scenario in a lyrical, rhyming style, such as lamenting the “flight to Spain on a stupid-o-clock plane”.
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Made for Familying is part of an integrated campaign which will run throughout the summer, spanning influencer content, PR, paid social, digital, TV and cinema as well as partnerships with ITV, Global Radio and CarFest.
Supporting content brings out different family members’ perspectives on Škoda cars and deep-dives into some of the key ‘familying’ features in Škoda’s new SUVs.
“So many of us spend our weekends familying, it’s unbelievable that a word didn’t exist to describe it, until now, and there’s no better brand than Skoda to bring it to the nation,” said Leo Burnett UK creative director Graham Lakeland.
“Familying allows us to talk about our cars, but more than that, it allows us to talk to the people that drive them, connecting with them and what’s important to them. It’s populist creativity in action.”
Skoda UK head of marketing Kirsten Stagg, added, said: “Family cars can be messy, fun, full of spills, tears, laughter, and desperate attempts to keep young children entertained. The car is an essential part of family life.
“Our familying campaign highlights the reality of driving a family and showing what our cars are actually used for day-to-day.”
