AMV BBDO sends Ichy on a journey for Škoda

The creative draws a parallel between the character's search for comfort and the positioning of the vehicle

AMV BBDO has created the global launch campaign for the Škoda Peaq, introducing a prehistoric character named Ichy to illustrate the theme of comfort and exploration.

The campaign follows Ichy, an Ichthyostega-inspired creature, on a journey from water to land before transitioning to the present day, where a family is shown travelling in the Škoda Peaq. The creative draws a parallel between the character's search for comfort and the positioning of the vehicle.

Prehistoric story drives campaign

The character was designed by Untold Studios in London and directed by Sam Brown. Set in a prehistoric landscape, the film follows Ichy as he explores a changing environment before a time-lapse sequence shifts the story to the modern day.

The soundtrack features Ain't Got Time to Waste by Aim & YZ. The campaign is running across television, digital, out-of-home and social media channels in global markets.

Global rollout begins

Meredith Kelly, Global Head of Marketing, Škoda: "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."

Guy Hobbs, ECD, AMV BBDO: "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."

skoda-auto.com

www.amvbbdo.com

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