Saatchi & Saatchi has created a new TV commercial for the RS variant of the Skoda Laura.
Based on the insight that men find speed and the smell of tyre burning irresistible, the film opens with a shot of a yellow Laura stopping outside a nightclub. After the car grabs a few eyeballs, the driver seeks more attention by revving up again to show the speed and handling of the car over a short distance. The car then comes to a halt and the driver steps out - it happens to be a woman.
The woman steps out of her car, dabs the burnt rubber from the tyre on her neck, and then walks on towards the club. The combination of her looks and the smell of the burnt rubber attracts further eyeballs as she walks towards the club. The film ends with a super that introduces the Laura RS with the voice-over saying 'Play on'.
Ramanuj Shastry, chief creative officer, Saatchi & Saatchi, explained, “Power and performance in a car being a huge turn on for men is a well known fact. We dramatised this fact by having our leading lady use the aphrodisiac quality of ‘the smell of burning rubber’ to be more attractive to men. The film is more refreshing visually at least than a stereotypical male racing the car around town.”
Agency: Saatchi & Saatchi
Client: Skoda India
Chief creative director: Ramanuj Shastry
Creative director: Rakesh Pandit
General manager: Nisha Singhania
Business head: Bhairavi Naik
Film director: Anuj Alia
Film produced by: Saatchi & Saatchi