The advertising industry has been hit hard by the pandemic, those who still do advertising have struggled to adapt to the completely new environment, including the severe restrictions on production.
But creativity has not gone into quarantine, in fact the Czech car company, founded in 1923 in Plzen, Skoda together with directors From Form, Johan Kramer and Steffen Haars shot three different commercials at home with toy cars. Miniature SUVs run between the saloon, kitchen, jumping over obstacles and combining various troubles.
Most people are now trying to find a way to work from home undisturbed. Because wherever you look, distractions are there. That’s what inspired the Dutch producer to depict a father of a family, who’s continually being distracted by a small toy car, specifically a KODIAQ. ‘I was curious what it will be like to work with a small crew consisting of myself and my girlfriend. She was the one who held and focused the camera when I was acting in a shot. Other than that, I was shooting – doing so after eleven years was great and I enjoyed it a lot!’ Steffen says.
His name is Paco. This four-legged member of Johan Kramer’s – the Dutch commercial and film icon – family was the centrepiece of a story featuring a KAROQ toy car. ‘Limitations are always great for creativity. I loved that. What impressed me was that ŠKODA wanted to craft something home-made; something with a feel and a recognisable setting everyone can currently identify with. The number of people involved was also minimal compared to the usual shooting: this time, it was just me and my oldest daughter. And Paco the dog of course. We even had to make our own coffee on set – director, camera crew and catering all in one. Wonderful!’ says Kramer, admitting that he really enjoyed the shooting
The studio founded by a Dutch duo Jurjen Versteeg and Ashley Govers used the above-mentioned frame-by-frame shooting technique for their clip, too. They admit to having decided to play with proportions, which is also a key element of their other work. Connecting real household items, a human hand and a toy allowed them to create a feeling of a ‘real’ car commercial. ‘It brought us back to childhood. If someone had told us not long ago that we’d be shooting a car chase for a real car manufacturer, we wouldn’t have believed at all,’ they say.