Campaign SpotlightPress Release

‘Familying’ is Škoda and Leo Burnett’s new word for family journeys

LONDON, UK — Automobile manufacturer Škoda and creative agency Leo Burnett have promoted the brand’s updated range of SUVs by championing a new word: “familying.”

A distant cousin to “adulting,” “familying” describes all the highs, lows, twists, and turns that happen when you step out into the world with your loved ones. From inevitable mishaps like spilling ice cream on the seats to getting snack-taxed by Mom on a long drive, the new campaign shines a light on Škoda’s SUVs and how they are made for all those perfectly imperfect adventures that make up real family life.

The integrated campaign is the first from Leo Burnett since the agency was awarded Škoda’s social remit last autumn. “Made for Familying” will run throughout the summer, spanning influencer content, PR, paid social, digital, TV, and cinema, as well as partnerships with ITV, Global Radio, and CarFest.

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The 40-second film centers around a woman in the all-new Škoda Kodiaq Plug-in Hybrid, driving through many different #Familying moments. She playfully describes each new scenario in a lyrical, rhyming style, such as the “flight to Spain on a stupid-o-clock plane.” The film is a playful take on reality, intended to make “Familying” a real earworm that people can’t help but use in their day-to-day lives.

Supporting content brings out different family members’ perspectives on Škoda cars and deep-dives into some of the key “familying” features in Škoda’s new SUVs. 

Graham Lakeland, Creative Director at Leo Burnett UK, said, “So many of us spend our weekends Familying, it’s unbelievable that a word didn’t exist to describe it until now, and there’s no better brand than Škoda to bring it to the nation. Familying allows us to talk about our cars, but more than that, it allows us to talk to the people that drive them, connecting with them and what’s important to them. Populist creativity in action.” 

Kirsten Stagg, Head of Marketing at Škoda UK, added, “Family cars can be messy, fun, full of spills, tears, laughter, and desperate attempts to keep young children entertained! It’s about a shared experience and connecting with others – your partner, friends, kids, and even your dog! The car is an essential part of family life. Our Familying campaign highlights the reality of driving a family and showing what our cars are actually used for day-to-day.”

CREDITS:

CAMPAIGN TITLE: Made for Familying
CLIENT: Škoda UK
ADVERTISING AGENCY: Leo Burnett London 
CCO: Mark Elwood
CREATIVE DIRECTOR: Graham Lakeland
SENIOR CREATIVE: Hayley Power
SOCIAL CREATIVE DIRECTOR: Beth Manning
SOCIAL CREATIVE TEAM: Jed Small & Evan Bryant
DESIGNER: Dave Allen
PLANNING PARTNER: Henry Gray
DIRECTOR OF SOCIAL AND COMMS PLANNING: Jen Leung
MANAGING PARTNER: Liam Hopkins
ACCOUNT DIRECTOR: Rachel Jeffery
SOCIAL ACCOUNT DIRECTOR: Tobias Dahlhaus
AGENCY PRODUCER: Megan O’Hagan
MEDIA BUYING AGENCY: PHD
MEDIA STRATEGY PARTNER: David White
PRODUCTION COMPANY: Rogue
DIRECTOR: Alex Boutell
PRODUCER: Tom Farley
EDITOR: Leo King
DOP: Alex Barber
POST-PRODUCTION COMPANY: Black Kite Studios
COLOURIST: George Kay
AUDIO POST-PRODUCTION COMPANY: Factory
SENIOR SOUND DESIGNER: Jack Hallett
SENIOR AUDIO PRODUCER: Ciara Wakley
ŠKODA HEAD OF MARKETING: Kirsten Stagg
ŠKODA NATIONAL COMMS MANAGER: Peter McLeod
ŠKODA BRAND MARKETING MANAGER: Rhidian Taylor

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