Meaner Fabia rewarded
“British Arrows” is the new official name for the British Television Advertising Awards, the awards began in 1976 to recognise and reward the best television and cinema advertisements made by British advertising agencies and production companies.
The awards jury, chaired by Nick Gill, Executive Creative Director at BBH, included Tony Davidson, Creative Director at Wieden+Kennedy London, Damon Collins, Executive Creative Director at Rainey Kelly Campbell Roalfe/Y&R, Stephen Butler, Creative Director at Mother, Peter Duffy, Marketing Director at Easyjet, Craig Inglis, Director of Marketing at John Lewis Partnership and Richard Larcombe, Director of Advertising and Sponsorship at Virgin Media.
This year’s awards were held on the 16th of March where Skoda UK was awarded silver in the Vehicle Advertising category. Skoda ran a twelve week TV ad campaign to mark the launch of the high performance Skoda Fabia VRS. The advert featured a ‘Made of Meaner Stuff’ strapline – a darker twist on the Skoda Fabia’s ‘Made of Lovely Stuff’ proposition which was made famous by the 2007 Skoda Fabia ‘Cake’ commercial.
Heidi Cartledge, Head of Marketing at Skoda UK, said: “This was our biggest campaign ever in the UK, and was designed to engage our brand with new audiences. The ‘Made of Meaner Stuff’ advert, combined with our wider campaign activities, saw Skoda reach a younger, ‘hot hatch’ demographic in addition to our mainstream and loyal customers. We’re delighted that the public and industry experts alike enjoy the ad as much as we do.”
Skoda Fabia Scotland dealership tell us that the ‘meaner’ campaign was the brainchild of Skoda UK and leading advertising agency, Fallon, and saw the original ‘Cake’ creative directors Chris Bovill and John Allison join forces with notorious director Nick Gordon.
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