Škoda has launched a new campaign titled ‘Surprisingly EV’ to promote its latest electric vehicle models, the Elroq and Enyaq.

The campaign, developed by DDB Sydney, aims to challenge conventional stereotypes associated with electric vehicles by presenting Škoda’s offerings as familiar and practical.

The campaign plays on the idea that in comparison to other EVs on the market, Škoda’s electric range comes without ‘unnecessary complicated gizmos, touchscreen dependency or spaceship-like designs’ that they actually feel and drive much like
‘normal’ cars, so that they can easily be mistaken for one.

The national launch film, directed by Aimee-Lee Xu Hsien at Rabbit, features a scenario in which two would-be fuel thieves are thwarted when they realise the vehicle is electric. The campaign is further supported by digital film and social content, expanding its reach across various platforms.

DDB Sydney Creative Director Steve Hey said, “You could get an EV that makes you use voice activation to open your glovebox. Or you could get one that just looks and feels like a great car. More familiar, more human, and more immune to petrol thieves.”

Škoda’s Marketing Communications Manager, Chloe Chan, added, “Škoda EVs are designed to feel instantly familiar – practical, intuitive, and unmistakably like a Škoda. That’s the idea behind our ‘Surprisingly EV’ campaign: proving that Škoda EVs stay true to what drivers love about Škoda, now with electric power.”

The campaign reflects Škoda’s strategy to position its electric vehicles as an extension of its existing brand values, focusing on familiarity and practicality rather than embracing overly complex technology or design. This approach is intended to appeal to consumers who may be hesitant to adopt electric vehicles due to concerns about usability and complexity.