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Saatchi & Saatchi plays on male fascination with new SKODA Laura RS campaign

Saatchi & Saatchi has launched a new TV campaign for SKODA Laura RS, new addition to the Rally Sports legacy in SKODA portfolio. The new TVC created is based on the insight that men find a game of speed irresistible.
 
Keeping in tune with SKODA reputation, the Laura RS is designed to provide maximum driving pleasure through performance and precision without compromising on comfort and safety.
 
The new film depicts the power of the car in an interesting and unusual manner. The 30-second TVC opens to showcase a hip club in a big city. The car enters the frame and stops just outside the club. To the surprise of the waiting crowd, the car revs up again and performs powerful stunts before coming to a stop once again. An attractive woman then gets off the driver’s side and dabs on the burnt rubber on her neck. She walks towards the club confident of her irresistible attractiveness, all thanks to smell of the burnt rubber.
 
Talking about the new campaign, Ramanuj Shastry, Chief Creative Officer – Saatchi & Saatchi, said, “Power and performance in a car being a huge turn on for men is a well known fact. We dramatized 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.”
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