Case Study

Skoda Cake Advert 2007

Charlie Hall

• In 2007 Skoda released a new car into their car

range which was named the 'Fabia'. The advert was

well known in a print version and a televised video

advert. The advert features a team of bakers

creating a full scale size version of the new car.

• Codes:

• In the print ad there are some advertising codes

used. The typography used looks soft and curvy and

invites the viewer into the image. Also the colour of

the cake car is relevant as the colour orange stands

out and people will remember the vivid colour and

pass on what they have seen.

Print Advert

• I think that the advert can be put into the category of

photographic adverts as the main focus of the

advert is the photography. The advert says that the

new fabia will be full of lovely stuff as this is what the

slogan says. These words entice the viewer to think

more about the new model and then want to find out

what lovely things will be inside the car.

• The advert is 1:10 (70 seconds). The advert

shows everyone involved helping out with the

baking and assembling of the car and it looks like

everyone is taking care when building the model.

• There is a play on words in the print and video

advert as the ad says the car is made from lovely

stuff. This means that the car is made from cake in

the adverts but it also means that the car will be full

of lovely things such as leather seating, air

conditioning and high quality materials.

Creation of the Scale

Cake

Who made the Advert?

Location

Research from an Audience about the Print

Advert

Legal & Ethical Issues

• In the advert the car is represented as having been

full of lovely things which will make the viewer think

in their mind about what will be in the car.

For example the viewer could be thinking about

what the seats and in car entertainment will be like.

• There doesn't seem to be any obvious legal issues

with the ad as there is a variety of different people

features in the ad. For example there are people of

different races and cultures. I don't think that the

ASA will get anyone complain about this ad

as everything is in order with it.

Role of relevant regulatory

bodies:

Comparison of two adverts

Where was the Skoda Cake

Advert Distributed?

• The advert was printed in some well known

newspapers in the UK. The newspapers it was

printed in were 'The Mail' and 'The Sun'. The advert

also made it onto the front page of a Czech

newspaper.

• The advert was aimed at people over the age of 35

and was a nationwide campaign. People all over the

UK were purchasing the Mail and Sun newspapers

and were viewing the advert.

Costing's to Print the

advert in the Papers:

• The Sun newspaper offers two different sizes to

print in the paper. They offer a 17x4 advert which

costs £4,250 per week. They also offer a whole

page option which costs £8,000 per week.

The Mail Newspaper

Social Media Presence:

• The campaigns advert video was also shown on

Youtube before the viewers video fully loaded

which received over 700,000 views and was also

promoted via Facebook on the Facebook timelines.

After people sore the advert on Facebook they

began to search the advert online via search engine

Google and the advert received over 150,000

searches.

Was the advert successful?