Škoda is tapping into prehistoric times with a campaign to promote the new electric Peaq model, starring an extinct creature whose search for a new level of comfort 500 million years ago led him to be the first creature to walk out of the water and onto land.
Grounded in the insight that the search for comfort drives us to explore, the campaign plays out this idea through the adventure and evolution of Ichy – a prehistoric half-fish, half-lizard character – until that search is satisfied by the Škoda Peaq.
Hailed as Škoda’s most premium and most comfortable electric vehicle yet, the launch follows the release of the Enyaq, Elroq and Epiq models to complement Škoda’s classic brands such as Octavia, Fabia and Superb.
Ichy has been brought to life and designed by Untold Studios, with the film, directed by Sam Brown, telling the story of never-ending curiosity, the search for comfort, and inner confidence.
Set in prehistoric times, we follow Ichy as he moves through a new world. He is unfazed by the dangers and trepidations; a nearby eruption can’t stop his swagger and strut, which is set to Aim & YZ’s Ain’t got time to waste. Following his journey, we are taken through a time-lapse sequence, which propels us into the present day in the blink of an eye.
We land on a modern family enjoying the spacious interior of the Peaq, in a sequence that is designed to draw a direct parallel between Ichy’s search for comfort on land and the comfort found in Škoda’s latest generation of vehicles.
The global campaign, created by AMV BBDO, is live across TV, digital, OOH and social globally.
Škoda global head of marketing Meredith Kelly said: “Peaq is Škoda’s new flagship; the most beautiful car we have ever made, so the story had to showcase this bold statement. Going back 500 million years to find the first spark of comfort on land felt right. Progress always starts with someone brave enough to try something new.”
AMV BBDO executive creative director Guy Hobbs said: “Peaq is a proud moment for Škoda. It takes the brand to new heights, so we wanted the work to do the same. To take comfort somewhere more emotional. Into confidence, curiosity and exploration.”
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