DDB Sydney and Škoda are taking aim at the clichés surrounding electric vehicles with Surprisingly EV, a campaign designed to launch the brand’s new all-electric Elroq and Enyaq models.
While most EV campaigns lean into futuristic design and tech-heavy features, Škoda’s latest push opts for the opposite.
The message? Familiarity is the new innovation.
The Elroq and Enyaq are built for everyday drivers – practical, intuitive and unmistakably Škoda – not just gadget lovers chasing the next sci-fi feature.
Everyday cars, electric heart
The national launch film, directed by Aimee-Lee Xu Hsien at Rabbit, opened on BVOD and social platforms.
It tells the story of two would-be fuel thieves who get caught out when they realise their target car doesn’t actually run on petrol. It’s a playful twist on the “normal car” narrative, emphasising that Škoda EVs look, feel and drive like the cars Aussies already love, only electric.
DDB Sydney’s Creative Director Steve Hey said the campaign was designed to highlight Škoda’s human touch, choosing simplicity and familiarity over flashy tech. He explained that while some EVs “make you use voice activation to open your glovebox,” Škoda’s approach is about creating “one that just looks and feels like a great car. More familiar, more human, and more immune to petrol thieves.”
Echoing that sentiment, Chloe Chan, Škoda’s Marketing Communications Manager, said the campaign celebrates the balance between innovation and practicality. “Škoda EVs are designed to feel instantly familiar, practical, intuitive, and unmistakably like a Škoda,” she said.
“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.”