Car manufacturer Skoda is tackling ad conventions with the global marketing drive for its new electric model, Enyaq.

Developed in partnership with creative agency FCB London, the campaign is centred around a rather left-field 60-second film that sees one the Czech brand’s cars dropped into a vacuum alongside an umbrella.

Directed by Ian Pons Jewell, Yukihiro Shoda and Freefolk, the production team built a CGI replica of the biggest vacuum chamber in the world – the NASA Space Power Facility in Ohio, United States – and plugged in all of its calculations to see how the Enyaq and the umbrella would realistically fall in that environment.

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“The new Škoda Enyaq is one of the most aerodynamic SUVs in the world, and we wanted to show people that in a bold, disruptive way that stays true to our spirit of curiosity and exploration,” said Meredith Kelly, head of global marketing at Skoda.

The clip will be released in various 30, 15, and 6 second-cut-down versions with multiple supporting executions running across press, out-of-home and social media.

Owen Lee, chief creative officer at FCB London added: “Car advertising is full of clichés. Stunningly good-looking people driving on stunning coastal roads.

“Instead, we took our inspiration from science experiments we all remember from our childhoods. The result? A truly innovative car campaign that cuts through.”