Czech car manufacturer Skoda is taking on outdated electric car stereotypes in a firmly tongue-in-cheek new campaign film that targets drivers open to the switch EVs.

Developed in partnership with creative agency Leo UK, the 60-second spot is set in the heart of British suburbia and mocks backwards, curtain-twitching attitudes towards the take-up of EVs.

Mark Elwood, chief creative officer of Leo UK said: “Tapping into the everyday conversations of the nation is what we do best. Quintessentially British, we can all recognise certain elements of the characters in our campaign, they live next door or just down the street.

“This campaign celebrates the quirks that can only be found in British communities – though this comes with an important message, we hope helps everyone see that the switch to electric isn’t that scary after all.”

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

The brand’s film will be supported by a series of 45-second social-first films running across TikTok, YouTube and Instagram, that take a playful approach as the neighbourhood characters encourage viewers to skip their stereotyped views of electric cars.

Kirsten Stagg, marketing director of Skoda UK added: “There is a trend in the auto industry to treat electric cars like a totally new category, reinforcing this sense of ‘otherness’, which is keeping many people from trading in their petrol and diesel cars.

“With this campaign, we wanted to give drivers the sense that Skoda makes great cars and some of them just happen to be electric. It positions us as the approachable yet desirable entry point to EVs and continues our strategy of using bold creative to grab attention.”