Škoda has launched a new campaign designed to showcase how the 4×4 drive system in its cars transforms the driving experience. The campaign slogan “Discover your own road. You’ll reach the destination anyway” captures the essence of the technology that delivers full control, even in the most difficult conditions.
In this campaign, four Škoda models took centre stage, demonstrating how the 4×4 system influences driving comfort and the feeling of control behind the wheel. The focus of its communication shifted from purely technical features to the emotions that accompany every journey.
We showed that 4×4 drive is not just about technology, but also about the assurance and calm of the driver and passengers in any situation. Conceptually, it was important to emphasise that when it comes to the practical use of this solution, each of us sees it from a slightly different angle. The one-minute spot, which forms the communication backbone, invites viewers to define for themselves what 4×4 can really become for them. And to answer the question: “What will ‘that something’ with Škoda 4×4 be for you?”
We brought on board Miko Marczyk, the 2nd Vice-European Champion, and rescuers from Tatrzańskie Ochotnicze Pogotowie Ratunkowe (TOPR) who test this technology daily in extreme conditions. Their participation strongly emphasises the reliability of the driving system. It works just as well on slippery city surfaces as in challenging mountain terrain.
Other heroes of the campaign were: a female manager fulfilling her greatest passion, and a family returning from a weekend getaway beyond the city limits. The campaign combined modern aesthetics and dynamic frames with a functional presentation of the new Škoda 4×4 models. The one-minute TV commercial, 15-second cuts of each of the four storylines, and a display campaign online not only showcased the 4×4 system’s capabilities but also the emotions tied to confidence, pleasure and safety on the road.
Thanks to the campaign’s presence on social media as well as in cinemas, the brand reached a wide audience and extended an invitation to explore new, less obvious roads.
GoldenSubmarine agency was responsible for the creative concept and supervision. Production of the spot was carried out by production house Papaya Films. Media buying was managed by media agency PHD Media Direction Poland.
