ŠKODA continues its “Driven by Something Different” campaign in the UK with a new ad, starring Paloma Faith, to introduce the new ŠKODA Karoq.
The campaign, released with the hashtag #MakeYourOwnKindOfMusic, is aimed at “celebrating independently minded people who are confident in their own skin and want to make a positive impact on the world around them.”
The British singer/songwriter/actress stars in an advert created by Fallon London and directed by acclaimed music video director Georgia Hudson, which illustrates, through a series of flashbacks, her struggle to make it in the music industry. Footage of her now, as a successful artist, performing her own version of the 1960s iconic song “Make Your Own Kind of Music” on a stage, and mother, driving the new compact SUV, with her baby daughter in the backseat, is also included.
The all-new ŠKODA Karoq, starting from £20,875, is, according to the automaker, “full of features designed for drivers who need space, flexibility and maximum performance, without compromising on comfort or style.” An inventive design, a spacious interior, with heated electric seats and ambient lighting that provide “home comforts on the move”, driver’s electric memory seat, versatile storage, panoramic sunroof, virtual pedal, rearview camera, a 10-speaker canton sound system and wireless charging are among the key features on the Karoq.
ŠKODA has also launched, in partnership with Paloma Faith and the charity Prince’s Trust, the ŠKODA Driver’s Seat Initiative, a programme aimed at identifying people aged 16-25 who show a “Driven By Something Different” attitude, have a passion for the arts and want to gain new skills to better themselves and their community. Recruits will be invited to attend a 5 day “Get Started” programme, in collaboration with the Prince’s Trust, which will help them achieve the necessary skills and confidence to go on to achieve their goals. Subsequently, the “Champions” of the ŠKODA Driver’s Seat Initiative will help motivate and inspire those who are chosen to take part in the initiative.
UK’s leading artist Paloma Faith was announced the brand’s first ambassador for the ŠKODA Driver’s Seat Initiative on February 1, 2018.
“The idea to inspire people to ‘make their own kind of music’ is extremely powerful, and I am excited to be working alongside ŠKODA to bring this to life,” said Paloma Faith, who was described by Skoda UK as having “an individual self-confidence, an infectious optimism, and a spirit that sets her apart from the rest”.
Skoda’s “Driven by Something Different” brand campaign, launched in early 2017, also featured Sir Bradley Wiggins.