Musical spot was shot by Agile films director Georgia Hudson
ŠKODA is encouraging drivers to “make their own kind of music” in a new integrated campaign created by Fallon London.
The agency, which was recently aligned with Leo Burnett, is aiming to continue the success of its ŠKODA Driven by Something Different brand platform and showcase the new ŠKODA Karoq model.
At the heart of the activity is a collaboration with Paloma Faith, the embodiment of the “Driven by Something Different” attitude, to record and film an interpretation of the classic song, “Make Your Own Kind of Music”, first performed by Cass Elliott and written by Barry Mann and Cynthia Weil.
The song’s lyrics focus on having the determination to “make your own kind of music even if nobody else sings along”, reinforcing ŠKODA’s positioning of championing independent thinkers.
ŠKODA briefed the agency to appeal especially to a younger, progressive, audience, leading to the selection of Paloma Faith as its brand representative.
As a result, instead of merely using traditional advertising assets, the campaign to launch the KAROQ 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, obviously, 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, deployed across TV, cinema, OOH, and digital. The music video will be shared through Video-On-Demand and social media. TV activity features a 60-second and 30-second version, and is supported by YouTube bumper ads.
“Make Your Own Kind of Music” is available via streaming services from 2nd March, the music video breaks on 20th March, and the TV campaign on 24th March, which will run throughout the year. The lyric video went live with the track release on 2nd March.
ŠKODA 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. Available through The Prince’s Trust’s existing Get Started programme, the ŠKODA Driver’s Seat Initiative will help equip them with the skills to make a positive impact on their own lives and local communities.
Kirsten Stagg, Head of Marketing at ŠKODA, said: “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, the Chief Executive of Leo Burnett and Fallon London, said: “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,”