Enyaq Launch

Škoda is taking car advertising to new heights in the global launch campaign for its new electric model, Enyaq.

The work, created by FCB London, cuts through the ‘sea of sameness’ that is often associated with advertising in the electric car category, and channels the spirit of curiosity and exploration that drives Škoda.

Dramatising the fact that the Škoda Enyaq is one of the most aerodynamic SUVs in the world, the 60-second hero film – created in collaboration with acclaimed directors Ian Pons Jewell, Yukihiro Shoda and Freefolk – answers the question of what happens when you drop a car and an umbrella in a vacuum chamber.

Spoiler alert: without air, everything moves in the same way, and the car falls slowly through the chamber at the same pace as the umbrella before landing on the ground, intact. Safely back on the ground, the car exits the vacuum chamber and drives in the real world, illustrating that, thanks to its design, it moves beautifully even where there is air.

To create the campaign, FCB London relied on science, and took great steps to ensure the experiment was as authentic as possible, even speaking with ex-NASA engineers to understand the exact physics behind it.

The 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.

The push will run globally for two years across TV, print, digital, social and out of home.

The film comes in shorter versions of 30, 15, and 6 seconds and there are multiple formats for press, OOH and social media. But no matter the format, elegance and aerodynamics are at the heart of the campaign, which was produced by Pons Jewell’s own production company, ProdCo, and co-directed by Yukihiro Shoda.