Thinkboxes November/December 2010 Winner: Virgin Atlantic’s 'Feeling Good' by RKCR/Y&R

Skoda wanted to introduce its new Fabia vRS model to the British public through a campaign that promoted the marque as ‘All the fun of the Fabia – just a little bit meaner’.

In sharp contrast to its 2007 ‘Cake’ ad, in which the Fabia was ‘Made of lovely stuff’, the vRS creative featured snakes, barbed wire and swords wielded by a mean-looking production crew. Both ads used The Sound of Music song My Favourite Things, but in the vRS one a hard-rock version, rather than that sung by Julie Andrews, was chosen.

Thinkbox Creative Academy judge Will Arnold-Baker, also the Managing Director of Publicis, said: “The new spot is a formidable return to form for Skoda advertising. The concept is wonderfully self-referential for those of us who loved its baking predecessor.”

Fellow judge Lysa Hardy, Vice President of T-Mobile Propositions, said: “I love the way Skoda has kept the core essence of a Skoda ad, but just made it that bit cooler.”

With the vRS campaign we wanted to build on the success of “Cake”, reaching out to a younger audience, challenging perceptions of the brand. We have had 1.2m hits on YouTube, 1500 tweets, more than 200,000 visits to the microsite and exceptional ad-tracking results, all driving footfall to our showrooms.

Heidi Cartledge Head of Marketing, Skoda UK

Creative agency Fallon; Creative team Chris Bovill, John Allison; Client Heidi Cartledge; Production company Somesuch; Director Nick Gordon

Other ads on the podium

Terry's Chocolate Orange: Bang Bang (2nd)

  • Creative agency DDB UK;
  • Creative team Chris Lapham, Aaron McGurk;
  • Client Chris Marshall;
  • Production company Outsider;
  • Director James Rouse

VW Polo: Last Tango In Compton (3rd)

  • Creative agency DDB UK
  • Creative team Dave Henderson, Richard Denney
  • Client Sarah Clayton-Jones
  • Production company Academy Films
  • Director Jonathan Glazer

Also shortlisted

Currys and PC World: Megastores Star Wars

  • Creative agency M&C Saatchi
  • Creative team Orlando Warner, Steve Paskin
  • Client Benjamin Kaye
  • Production company Rogue
  • Director Sam Brown 

GHD: Cinderella

  • Creative agency RKCR/Y&R
  • Creative team Damon Collins, Steve Williams, Adrian Lim
  • Client Mike Cohen
  • Production company Believe
  • Director Floria Sigismondi

A view from a Thinkbox Academy member on this month's picks


Do you remember a couple of years ago, there were some in our industry confidently declaring the end of the TV ad? … It appears that far from the myriad new media options killing TV off, they are actually breathing new life into it; renewing its purpose.

Mick Mahoney Executive Creative Director, Euro RSCG

Click here to see who won the previous award

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