Skoda shows off first ever Irish TV ad

Instead of knocking something together with a handicam, Skoda Ireland has instead worked with creative agency Boys and Girls and hired award-winning director Richie Smyth, who has been receiving many plaudits for his Netflix film, The Siege Of Jadotville, which followed the actions of an Irish Army unit under assault in Congo in the 1960s.

Smyth has also worked on music videos for U2, Bon Jovi, The Coors and The Verve, along with commercial campaigns for brands such as Guinness, Nike, PETA and Powers Whiskey.

Speaking about how the ad came about, Eimear Walshe, Marketing Communications Manager at Skoda Ireland, said: "This is the first ad we've developed specifically for the Irish market so we're very excited about it. In terms of timing, the brand has gone through really rapid change over the past two years. We now have almost 7% market share here in Ireland so we felt the time was right to invest in our brand and show Irish people that we're not just a Czech brand being sold in Ireland. By listening to what our audience in Ireland wants and holding focus groups, we found that locally produced communications content resonates more strongly with an Irish audience. This ad campaign is about demonstrating how we at Skoda identify with our Irish audience and their lives."

Also commenting on the creative process, Rory Hamilton, Executive Creative Director at Boys and Girls, said: "Skoda's might not be made in Ireland, but the more you get to know them, the more you can see they suit this country perfectly. From suspension that seems tuned for our pot-holed roads, to clever features like the umbrellas hidden in the doors - making them perfect for our weather. We set out to make a car ad that accentuated how 'Irish' Skoda's feel. The problem is that very few car ads are made here in Ireland. Most are edits of international copy, showing cars driving down spectacular South African roads and buyers aren't fooled.

"So we worked with filmmaker Richie Smith from Pull the Trigger to capture scenes that really represent Irish driving. We focused on the pot-holes, the speed bumps, the rain and the rows that represent an average day behind the wheel, proving that a Skoda is perfectly built to handle them all."