Škoda UK has just announced its “Electric, but Škoda” advertising campaign, challenging stereotypes about electric-vehicle drivers.
The campaign comprises a 60-second television and cinema spot, social-first films, short cutdowns and animated neighbourhood clips, all designed to appeal to mainstream motorists hesitant to switch from petrol and diesel.
The television and cinema advertisement depicts a typical British cul-de-sac into which a family drives their new Škoda Enyaq electric vehicle.
Neighbours exchange rumours that the owners must “pay for their car with crypto,” “hug trees” or “belong to a cult,” only to discover they are ordinary householders. The spot’s production emphasises everyday driving scenarios rather than niche electric-vehicle culture.
Complementing the main advertisement are 45-second films on YouTube, Instagram and TikTok that lampoon “hipster hummus-eating smoothie drinkers” and “tech bros with Bluetooth bellybuttons.”
Shorter 20- and 6-second cutdowns reinforce the message in high-frequency digital formats. Animated sequences parody neighbourhood WhatsApp chats, illustrating how gossip about electric cars can spread misconceptions.
The campaign also introduces an educational paid social series titled “Ask Škoda”, featuring neighbourhood characters posing practical questions about electric vehicles.
The series aims to inform potential buyers on topics such as driving range, charging infrastructure and vehicle performance without resorting to technical jargon.
Creative development was handled by Leo Burnett UK, following its award-winning “The Redditor Edit” campaign for Škoda, which secured two gold Lions and a silver Lion at the Cannes Lions International Festival of Creativity.
Skoda UK marketing chief Kirsten Stagg said the intention was to normalise electric cars by presenting them as simply another Škoda model, rather than an “other” category that might deter traditional motorists.
“Electric, but Škoda” supports Škoda’s broader strategy to expand its electric-vehicle lineup in the UK market, including the Enyaq iV and forthcoming models.
The campaign will run across broadcast and digital channels throughout the summer, with performance metrics and consumer feedback to be analysed for potential extension into other European markets.
