Škoda Netherlands does away with all the usual car advertising “essentials”. There’s no long and winding road. No product feature close-ups. No future-forward tech claims. Instead, the campaign by Selmore Creative Agency and Czar Amsterdam “sells” Skoda models to lease drivers who choose their car for business and weekend pleasure, with one very practical feature – their very accommodating boot/trunk.

The new campaign continues a story that Selmore began nearly a decade ago – Saturdays. “The Guiding Idea for ŠKODA is all about Saturday. By claiming one specific day, we distinguished ourselves in a landscape of driving clichés. As ŠKODA’s Saturday is remarkable, recognisable, and a proven success since its start in 2016.”

Škoda’s Saturday positioning has become a textbook example of consistent brand building. The brand has grown to become one of the best-selling car brands in the Netherlands and has been awarded both a Gold Effie and a European Effie.

Like its predecessors, the new campaign makes you smile. This time with a Škoda boot/trunk that comes to life on a Saturday – as a playful character who accompanies its owners in yoga class, running on the beach, roller skating…and making a new friend.

The film’s absurd humour and treasure trove of emotions are by director, Joe Vanhoutteghem; its striking visual imagery by cinematographer, Grimm Vandekerckhove. SaturDave’s costume is by Pepijn Van Looy (Tanker). Underlining the fun, is upbeat track, My Fun, by singer-songwriter Suki Waterhouse, licensed via Amp.Amsterdam.

Credits:

Client: Škoda Netherlands
Creative Agency: Selmore Creative Agency
Creative Directors: Jakko Achterberg & Niels Westra
Strategy Director: Ira Spits
Account Director: Tess Van Oosten
Agency Producer: Jorieke De Jong

Production Company: Czar Amsterdam
Director: Joe Vanhoutteghem
Executive Producer: Karlijn Paardekooper
Producer: Carolien Eversdijk
Production Manager: Libbe Van Dijk
Director of Photography: Grimm Vandekerckhove
1st AD: Philip De Iongh