Sometimes the Best Ideas Come from the Most Unlikely Places
When was the last time a chipmunk made you rethink your approach to marketing?
For Škoda and creative agency FCB London, these tiny creatures—alongside raccoons, hummingbirds, and even clouds—became the unlikely stars of their latest global campaign for the Elroq, Škoda’s first electric compact SUV.
Titled ‘Be More Elroq’, the campaign flips the script on traditional car advertising by drawing parallels between the natural world and the vehicle’s innovative features.
The 45-second hero spot opens with a chipmunk stuffing its cheeks with nuts, a metaphor for the Elroq’s surprising storage capacity.
From there, the ad shifts to raccoons and hummingbirds, each representing quick battery charging and LED Matrix headlights, respectively.
It’s a playful yet clever way to showcase the car’s capabilities while staying true to Škoda’s brand ethos of curiosity and joy.
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Owen Lee, Chief Creative Officer at FCB London, describes the campaign as a bold departure from the norm. “We wanted to do something genuinely fresh,” he explains.
“These curious metaphors aren’t just about what the Elroq can do—they’re about what Škoda stands for: a brand with a bold, joyful spirit.”
By blending nature documentary-style storytelling with automotive innovation, FCB London has created a campaign that feels both educational and entertaining.
The series doesn’t just sell a car; it invites viewers to see the world through a lens of curiosity, where even the most mundane elements—like clouds and snowdrops—can spark inspiration.
The ‘Be More Elroq’ campaign isn’t just a single ad—it’s a full-scale marketing drive spanning TV, print, digital, social, and out-of-home channels.
Alongside the hero film, Škoda has released five 20-second spots, each focusing on a different natural metaphor.
From the nimble hummingbird to the resourceful raccoon, these bite-sized videos are designed to capture attention and leave a lasting impression.
Meredith Kelly, Škoda’s Head of Global Marketing, stresses on the campaign’s dual purpose,“It’s not just about highlighting the Elroq’s high specifications and technical prowess. It’s about celebrating the curiosity and innovation that define the Škoda brand.”
In a world saturated with car ads, Škoda’s ‘Be More Elroq’ campaign stands out by embracing the unexpected.
By drawing inspiration from the natural world, the brand has created a narrative that resonates on a deeper level.
It’s a reminder that inspiration can come from anywhere—whether it’s a chipmunk’s cheek-stuffing skills or the graceful flight of a hummingbird.
For marketers, the campaign is a masterclass in how to blend creativity with strategy.
It’s not just about selling a product; it’s about telling a story that connects with audiences on an emotional level.
As Škoda proves, sometimes the best ideas come from the most unlikely places.
