Before the family seated inside the spacious interior of an electric car, before volcanoes, cities and roads, there was Ichy. Half fish, half land animal, he emerged from the water because what he had was no longer comfortable enough.
This is the starting point of the campaign in which Škoda presents Peaq, its new electric flagship and the most comfortable vehicle the brand has developed to date. Instead of beginning the story with technology, range or vehicle features, AMV BBDO takes it approximately 500 million years into the past, to the moment when the search for a better place set one of evolution’s major steps in motion.
The leading role belongs to Ichy, a character inspired by Ichthyostega, an extinct creature regarded as one of the first vertebrates capable of moving from water towards land. In the campaign’s interpretation, he is not a cautious prehistoric creature, but a self-assured explorer who moves through a new world with little fear. Not even a nearby eruption can stop him, while his journey is accompanied by Ain’t Got Time to Waste by Aim & YZ.
The character was designed and animated by Untold Studios in London, while the film was directed by Sam Brown. Ichy’s prehistoric walk ends with an accelerated passage of time that connects him with the present day and a family inside the new Peaq. The comfort that once drew him out of the water thus becomes the link between two worlds separated by half a billion years.
The campaign uses the car’s name as the final point of that search. Peaq represents the peak of comfort within the brand’s range, as well as the next step in the Modern Solid design direction, following the Enyaq, Elroq and Epiq models. It is the electric car positioned at the top of Škoda’s range.
The campaign does not treat comfort solely as a physical quality of the vehicle. It connects it with curiosity, self-confidence and a willingness to leave the familiar behind in search of something better. Ichy therefore does not explain the car, but rather the reason why, according to the campaign’s idea, people continue to explore and progress in the first place.
The global campaign for the Škoda Peaq is currently running across television, digital channels, outdoor advertising and social media.
