2. • In 2007 Skoda released a new car into their car
range which was named the 'Fabia'. The advert was
well known in a print version and a televised video
advert. The advert features a team of bakers
creating a full scale size version of the new car.
3. • Codes:
• In the print ad there are some advertising codes
used. The typography used looks soft and curvy and
invites the viewer into the image. Also the colour of
the cake car is relevant as the colour orange stands
out and people will remember the vivid colour and
pass on what they have seen.
6. • I think that the advert can be put into the category of
photographic adverts as the main focus of the
advert is the photography. The advert says that the
new fabia will be full of lovely stuff as this is what the
slogan says. These words entice the viewer to think
more about the new model and then want to find out
what lovely things will be inside the car.
7. • The advert is 1:10 (70 seconds). The advert
shows everyone involved helping out with the
baking and assembling of the car and it looks like
everyone is taking care when building the model.
8. • There is a play on words in the print and video
advert as the ad says the car is made from lovely
stuff. This means that the car is made from cake in
the adverts but it also means that the car will be full
of lovely things such as leather seating, air
conditioning and high quality materials.
18. • In the advert the car is represented as having been
full of lovely things which will make the viewer think
in their mind about what will be in the car.
For example the viewer could be thinking about
what the seats and in car entertainment will be like.
19.
20. • There doesn't seem to be any obvious legal issues
with the ad as there is a variety of different people
features in the ad. For example there are people of
different races and cultures. I don't think that the
ASA will get anyone complain about this ad
as everything is in order with it.
25. • The advert was printed in some well known
newspapers in the UK. The newspapers it was
printed in were 'The Mail' and 'The Sun'. The advert
also made it onto the front page of a Czech
newspaper.
26. • The advert was aimed at people over the age of 35
and was a nationwide campaign. People all over the
UK were purchasing the Mail and Sun newspapers
and were viewing the advert.
28. • The Sun newspaper offers two different sizes to
print in the paper. They offer a 17x4 advert which
costs £4,250 per week. They also offer a whole
page option which costs £8,000 per week.
33. • The campaigns advert video was also shown on
Youtube before the viewers video fully loaded
which received over 700,000 views and was also
promoted via Facebook on the Facebook timelines.
After people sore the advert on Facebook they
began to search the advert online via search engine
Google and the advert received over 150,000
searches.
The bakery members standing with the replica car add realism to the advert ad they give the impression that they have all played a part in making the car and have spent along time crafting the cake and perfecting it. There is also the Skoda brand slogan at the bottom of the image which people will know as it has been the same since the company began.
Above is the full final advertisement video.
I think that the target audience for this advert is for people who want to buy a new car or for people who like the brand of Skoda cars. I also think that it could be targeted at children as children always like sweet things such as cake and they may see the car and tell their parents about what they have seen. The advert is out there to get buyers for the new Fabia car and for people to pass on the message about the 'cake car ad'. I think seeing the advert twice will make sure that you remember what you have seen. I think this because the colours in the advert are strong and the idea is unusual as you don't see a car made from cake every day and it stands out.
Video Advert:
The advert features the engine going in the car and then the viewer sees the finished product and the famous branding and slogans. There is also a soundtrack over the footage which is 'My Favourite Things' and runs the duration of the advert.
The advert was shown on the television and showed the whole baking and construction process of making the car cake. I think the advert wanted the viewer to feel like the car would make them feel happy like cake often does. Cake is a delicious and delightful food and the team at Skoda want their customers to feel delighted with their cars and services. When Skoda first set up the company was often thought of as a joke and was for many years and people didn't want to purchase their products. Skoda has now rebranded themselves by creating high budget videos and print adverts. They are now part of the German manufacturer VW
Fallon is an advertising agency who have worked with some well known brands such as Cadbury, Skoda and Netflix. They are based in London and have They have a leadership team that consists of three people. There is Nick Bell ECD.
Nick Joined Fallon In November 2014. He Began His Career At Abbott Mead Vickers/Bbdo And Then Moved On To Become Executive Creative Director Of Both Leo Burnett And Then Jwt Over A Period Of 9 Years, Before Being Appointed Global Creative Director At Ddb.
Nick Has Produced Award Winning Work For Volvo, The Economist, Ikea, Bt, Rspca, John West, Mercedes Benz, Nintendo, P&G, Smirnoff, Vodafone, Hsbc, Nestlé And Unilever - Achieving The Prestigious ‘Advertiser Of The Year’ Award Twice – For Mcdonald’s And For Heinz
James Has Been With Fallon For Three Years, Leading Both Domestic And Global Businesses Such As Nokia, Bbc, Orange And Unilever.
David Joined Fallon In January 2013. He Has Led Strategy In Agencies Across Australia, Usa And The Uk For The Last 20 Years.
They Have Created Video Ads For Digital Use, Cinema Use And Tv Use. There Isn't Much Information On The Fallon Webpage That Tell Us How They Go About Creating There Ads But There Is A Series Of Completed Adverts.
The Company Offer Work Experience And Internships. They Can Help People Get In The Door And Gain Experience Of The Advertising Industry.
Also the staff or bakers are represented by having clean overalls or a uniform on. This represents them as being clean and professionals. This will then make the viewer think that the people creating and putting together the car are taking car with every part of the motor.
The Skoda advert doesn't have any elements that may offend their viewers of the advert. There are many positive points with the advert. Things such as there being a variety of people in the image. For example there isn't a team of all white people. If there was a team of whites it may offend people of other races and cultures. The workers are all dressed in the same clothing which doesn't single anybody out for looking different. If the workers were wearing their own clothing some people viewing the ad may complain as they do not look like they are all working together and in the same team. Overall, i think that this advert will not get any complaints to the ASA and will continue to be printed.
Above is an advertisement for a new car from Buick Regal. The ad features a new car that is going to be released and it shows the car being driven close to the sea line. The is a description of the car and the prices of it located in the bottom right hand corner of the advert. In the top right corner there is a piece of typography that says "Listen closely and you may detect a German accent'. These choice of words could have an impact on the customers that will go and buy the car. The car is made in Germany but the words make people think that the buyers of the car must have to be German also. This may stop people wanting to go out and purchase this car because of the words found on their ad. The ASA may receive some complaints about Buik Regal's choice of words on their ad.
There is no information online that shows if the advert was also distributed via outside advertising such as billboards, bus stops ads and train advertising. If the advert was shown on billboards or in bus stops it would attract more potential customers to buy the new car.
The advert also made it onto a Czech newspaper so the advert went out of the UK. The advert was a high budget production which cost over £500,000.
The advert was also printed in the Mail newspaper but the size was not specified. Below are the rates of advertising in the Mail newspaper. I think that the advert would have either had a whole page or half a page when printed.
The use of social media helped the ad campaign as thousands of people use social media every day and will view the ad and could share it or pass on what they have seen to other people.
The Skoda advert was successful and was awarded the commercial of the year at the British Television advertising Craft Awards. The Skoda ad also picked up the award for best model-making, as well as the best use of recorded music prize for the song My Favourite Things from The Sound of Music.
