Skoda Tour de France 2011 TV ad

Here at the freethinking team the Skoda 'Tour de France 2011' TV commercial really caught our eye. It's very clear to us that there must be a great client behind this brand who has taken the time to develop a really solid, robust brief and the confidence to make such a commercial. In it, you see the Skoda Omega Pharma Lotto team car supporting the rider team on some of the most demanding stages of the tour. Gone is the predicable 'clean car, front 3/4 shot and grinning, good looking driver' and refreshingly replaced with some brand truth. 

In the commercial we see the team hard at work, supporting riders that are down, punctured, out. The Skoda is there on the scene quickly, no matter the conditions, supporting the riders to get back on their bikes and away again. We see doors open on jagged stone walls, discarded wheels landing on it's bonnet and muddy feet all over the interior. The message is clear, the Skoda is tough enough for the real world, it's a trusted and loyal friend supporting whatever you're doing. It's always there for you. The ultimate partner. If only we had that kind of support when we're out riding!