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Skoda Fabia vRS built by sociopaths - 'Meaner Stuff' commercial [video]

Škoda UK has released a new TV commercial for the Fabia vRS. The 60 second spot shows a more "aggressive" approach to building its high-performance hot hatch which is in dark contrast to the Fabia's "Cake" commercial from 2007.

The new advert carrying the "Made of Meaner Stuff" strapline presents a team of sociopathic production line workers building the "meaner" Fabia vRS. Taking place in a secret location within the Škoda factory, the commerical opens with the original "Cake" commerical playing on a television screen, which is enthusiastically shut down with a piercing crossbow arrow. Then various "mean" events unfold showing the Fabia's chassis made of bone, a snake-powered engine and unorthodox finishing techniques.

Billed as the fastest production Fabia ever built, the Fabia vRS features a 1.4 litre TSI turbo and supercharged engine producing 180 bhp. The Fabia vRS accelerates from 0-62 mph in 7.3 seconds via a seven speed DSG transmission while returning a combined fuel economy of 45.6 mpg (6.2l/100km).

The Škoda Fabia vRS is priced from £15,700 OTR.

See press release below for further details.

Source: Skoda

ŠKODA SHOWS IT'S MADE OF ‘MEANER STUFF' WITH NEW MARKETING CAMPAIGN

  • Škoda unveils major new marketing campaign to support Fabia vRS
  • Campaign used to expose manufacturer to new audience
  • Chance to win two Škoda Fabias through Facebook competition

As Škoda enjoys its strongest year on record, the car manufacturer is launching a new multi-million pound national marketing campaign for the Fabia vRS.

The 12-week campaign, which was bought and planned by MediaCom, is centred around a 60 second TV commercial and will see Škoda unveiling a ‘meaner' side for the high-performance Fabia vRS. The new advert will feature a ‘Made of Meaner Stuff' strapline - a darker twist on the Fabia's ‘Made of Lovely Stuff' proposition which was made famous by the 2007 Fabia ‘Cake' commercial.

Škoda kick-starts the campaign on 1 November with two versions of the advert - a 30 second commercial will be aired between cult shows such as ‘Takeshi's Castle', while the full 60 second advert will go live on mainstream channels including ITV, Channel 4, Channel 5 and various Sky channels.

The new campaign also includes national, consumer lifestyle, sports and motoring print advertising as well as a significant schedule of cinema advertising, PR, online, digital and social media activity.

Filmed in Škoda's native Czech Republic, the advert opens with a shot of a television screen playing the original famous ‘Cake' ad. The ‘lovely' bakers are, however, soon replaced as the story unfolds to reveal a much tougher, darker and more technologically-enhanced production team who are creating the ‘meaner' Fabia vRS.

The ‘meaner' campaign is the brainchild of Škoda and leading advertising agency, Fallon, and sees the original ‘Cake' creative directors Chris Bovill and John Allison joining forces with acclaimed director Nick Gordon.

Following a similar format to the Fabia ‘Cake' advert, the new ‘meaner' vRS campaign now adopts a much darker feel. Set in a secret location within the Škoda factory, the liquorice, treacle and jelly vehicle components of cake make way for a bone chassis, a snake-powered engine and unorthodox finishing techniques.

Chris Bovill at Fallon, added: "We always said we'd never make a sequel to 'Cake' but when the vRS brief came along we thought we'd make an 'opposite'. ‘Cake' made our mums smile, this should make them want to hide behind a cushion."

"This is one of our biggest campaigns ever in the UK, and designed to engage our brand with new audiences," comments Heidi Cartledge, National Communications Manager at Škoda UK. "The ‘Made of Meaner Stuff' advert, combined with our wider campaign activity, will see Škoda reaching a new audience - the younger, cult ‘hot hatch' demographic in addition to our mainstream and loyal customers."

Škoda will also be focusing social media activity on channels including Facebook and YouTube. Developed on behalf of Škoda by archibald ingall stretton..., consumers will be encouraged through Facebook, to interact with the campaign by discovering whether they are ‘mean' or ‘lovely' to be in with a chance of winning a brand new Fabia or Fabia vRS. They can even encourage their friends to vote on their ‘mean' or ‘lovely' status.

A dedicated campaign microsite has been developed where the mean and lovely sides of Škoda collide. Users can actively explore the differing sides of the Fabia range and will find everything from jelly and lollipops on the lovely side to snakes and lightning on the mean side. In addition, a purpose-built YouTube channel will be hosting the ad as well as some behind-the-scenes footage which will be added throughout the duration of the campaign.

Building on the initial vRS launch, digital agency, Reading Room, has created an enhanced features gallery and integrated the ‘mean' look into the Škoda.co.uk signature conveyor belt.

Škoda is also going to be attending Top Gear Live with a live performance of the ad - the production will start with technicians working on the Fabia whilst ‘My favourite things' plays in the background. Events will then take a ‘mean' twist as heavy rock music, red lights and pyrotechnics signify the arrival of the neighbouring production line for the vRS. Chaos then ensues as the two cars start a stunt driving routine demonstrating the merits of the Fabia and the Fabia vRS.

For further details about the campaign, visit: www.skodafabia-vrs.co.uk

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Comments (4)

GTurbo
I'm a great fan of this ad! It shows Skoda's corporate confidence in a whole new dimension. The Fabia started a new shift in Skoda's product strategy with a very attractive dashboard design and build integrity for its supermini. The vRS ad shouts, ''No more Mr Nice Car!'' in sharp contrast to the cake ad. The bone chassis picked by vultures and snake engine are highlights!!
Nov 9, 2010 11:33 am
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bordeauxman1
GREAAAAATTT COMMERCIAL !
Nov 3, 2010 11:04 am
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Kepex
It's a shame that the Fabia is such an ugly car =( Would be perfect if it wasn't.
Nov 2, 2010 6:45 pm
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erickbon
It´s not ugly, a little understated but in a whole sense, it is a complete car. Much more than some of its competitors. I like it.
Nov 3, 2010 10:36 am
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