Mark Elwood: my MAA blast from the past – Skoda

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This is one of my favourite spots of all time, addressing head-on consumer misconceptions about, what was, a publicly ridiculed brand.

An enormous state of the art factory, 240 robots, the ten-year anti-corrosion warrantee, an engine that meets European emission standards, more proof points than most clients dream of.

All delivered with panache and a magic dusting of humour. ‘I hear you make those funny little Skoda cars here as well.’ What. A. Punchline.

In one campaign, consumer perceptions changed, no mean feat from a brand starting well behind the line. Total genius from Rich Flintham and Andy McLeod, the campaign also won a Gold IPA Effectiveness award for ‘Best change of direction.’ From ‘down’ to ‘up’ I presume?

Mark Elwood is ECD of Leo Burnett London.

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