It’s impossible to ignore the fact that women have unboxed their power and are using it. Pop culture is full of women acknowledging their strengths, rights and resources and encouraging other women to do so.
So Škoda’s new campaign by Fallon London (now aligned with Leo Burnett London) for its Karoq model follows a trend. But it fits perfectly with Škoda’s Driven by Something Different attitude. And it does stand out.
The ad is a music video of a reworking of the classic hit, Make Your Own Kind of Music, first performed by Cass Elliott and written by Barry Mann and Cynthia Weil.
And it features Paloma Faith.
The campaign targets a younger, progressive audience and is inspired by the strategy record labels usually employ to launch a new song, including an unbranded music video, a lyric video, a secret gig for tastemakers and making the track available on streaming services.
The music video and the TV ads were directed by Georgia Hudson, a female filmmaker who was nominated for Best Director at the 2017 UK Music Video Awards.
The newly recorded track is the keystone of the fully-integrated campaign for TV, cinema, OOH, and digital. The music video will be shared through Video-On-Demand and social media. A 60-second and 30-second version of the video will run on TV, supported by YouTube bumper ads.
The new song version of Make Your Own Kind of Music was made available via streaming services on March 2. The music video broke on March 20 and the TV campaign, which will run throughout the year, on March 24. The lyric video went live with the track release on March 2.
Škoda also celebrated the Paloma Faith partnership with a “secret” intimate gig in London, attended by 500 of the singer’s fans. The gig was at the Round Chapel in Hackney, just a stone’s throw from where Paloma grew up.
The campaign will also launch Škoda’s Driver’s Seat Initiative to give young adults who are creative in their own right the chance to be mentored through The Prince’s Trust’s existing Get Started programme. The Initiative will help to equip them with the skills to make a positive impact on their own lives and local communities.
Kirsten Stagg, head of marketing at Škoda, commented, “In a time where being able to carve out your own identity is a constant battle for many people in the UK, we’re excited to be working with Paloma on a mission to instil confidence and a sense of ‘self’ through the launch of the ‘Make Your Own Kind of Music’ song.”
Gareth Collins, chief executive officer of Leo Burnett and Fallon London, added, “We’re really proud of our new campaign with Škoda because it highlights that the brand is Driven By Something Different, and really celebrates those who share this attitude – independently-minded people who exude confidence and want to make a positive impact.”
Credits:
Agency: Fallon
Creative Directors: Ricardo Motti & Ronaldo Tavares
Account Directors: Carolyn Cho, Max de Rohan Willner, Jon Sloneem & Hannah Nathan
Agency Producer: Georgina Pearson
Production Company: Agile Films
Director: Georgia Hudson
