Skoda just came out with a new TV commercial for the Skoda Fabia VRS. From a sound and music perspective this spot is quite a revolution and image shift for Skoda. The spot “Made of meaner stuff” can be seen above.
Compared to the previous spots, e.g below one from Australia, Skoda shifts gears and wants to reposition itself “meaner” and more attractive to the male target group.
What I find very interesting that Skoda is not …implementing its Sound Logo at the end of the TV commercial (Does anyone of you know whether the Skoda Sound Logo has been used in Australia or UK? please comment). So far in Germany they have always used the Skoda Sound Logo at the end of the spot. As it can be heard in the german TVC below.
When you compare the german and australian spot with the new one you can hear that there is a misfit when thinking about a consistence brand image. Moreover, with the new music there would be a clash with the existing Sound Logo. I guess that’s why Skoda did not use the Sound Logo.
This case underlines the importance of life-cycle management of Sound Branding elements. And it adds to the discussion about the Audi Sound Branding Case and the question how flexible or consistence a Sound Branding should be?
PS By the way the TV spot from Australia, especially the end, reminds me of a spot from BMW…