Milton Keynes, 11 July 2025 – Škoda UK is flipping the electric vehicle narrative on its head with a witty new advertising campaign that ditches the clichés and embraces the everyday. Titled ‘Electric, but Škoda’, the campaign is a humorous and sharply observed take on the stereotypes that continue to shape perceptions of EV drivers — and why it’s time to move beyond them.
Created in partnership with Leo Burnett UK, the campaign speaks directly to a sizeable yet hesitant audience: drivers who haven’t quite made the leap to electric. Rather than preaching the green gospel or leaning into high-tech jargon, Škoda opts for relatability, familiarity and, above all, a bit of British banter.
Electric Cars, Minus the Pretension
At the heart of the campaign is a 60-second hero TV and cinema spot set in a typically British cul-de-sac. As a family arrives home in their new Škoda EV, a group of neighbours peek through curtains and exchange wildly exaggerated theories about the new arrivals. Are they climate activists? Part of a secret society? Did they really pay for their car in cryptocurrency? As the speculation grows increasingly absurd, the punchline lands: the family is refreshingly, reassuringly normal.
The film not only highlights Škoda’s electric credentials but also plays on the recognisable quirks of suburban life. It’s a gentle nudge that the move to electric doesn’t require a lifestyle overhaul — just a good car.
A Stereotype-Slaying Social Strategy
Complementing the main ad is a vibrant digital ecosystem designed to engage audiences across platforms like YouTube, Instagram and TikTok. A collection of 45-second social-first films mock familiar EV archetypes — think “hummus-fuelled hipsters” and “tech bros with Bluetooth bellybuttons” — with self-aware humour, inviting viewers to question their assumptions and rethink what it means to drive electric.
Shorter 20- and 6-second cutdowns keep the message punchy for scroll-happy audiences, while animations parody local WhatsApp group gossip threads filled with conspiratorial chatter about electric car owners. The result is a campaign that meets viewers where they are — both literally and culturally.
Educating, Not Just Entertaining
In a smart move to balance comedy with clarity, Škoda is also launching ‘Ask Škoda’, a paid social content series where inquisitive neighbourhood characters pose real questions about EVs. From charging to range anxiety, the series demystifies electric ownership in a tone that’s friendly, approachable and never patronising.
A New Chapter in Škoda Storytelling
‘Electric, but Škoda’ continues a creative evolution for the brand, building on the critical acclaim of ‘The Redditor Edit’ — Leo Burnett UK’s previous campaign for Škoda that clinched two gold and one silver Lion at Cannes. Once again, the agency leans into a narrative that’s equal parts culturally attuned and creatively disruptive.
Kirsten Stagg, Head of Marketing at Škoda UK, explained the campaign’s rationale:
“There’s a tendency in the auto industry to treat electric cars as a completely separate category, which can reinforce a sense of ‘otherness’. That’s one of the factors holding some drivers back from making the switch from petrol and diesel. With this campaign, we wanted to show that Škoda simply makes great cars, some of which just happen to be electric. And we wanted to do it in a bold, creative, and hopefully clever way that makes people smile.”
Normalising the New Normal
With ‘Electric, but Škoda’, the brand isn’t trying to reinvent the electric wheel — it’s simply reminding us that EVs are no longer niche or futuristic. They’re here, they’re practical, and they’re ready for anyone. Especially if that anyone just wants a car that’s well-designed, reliable and easy to live with.
Škoda’s message is clear: you don’t need to be a smoothie-chugging, off-grid-living minimalist to make the switch to electric. You just need to be ready for a better drive — and perhaps, a laugh along the way.
