Skoda | Paloma Faith
The right song performed at the right time, in the right circumstances can create undeniable impact and happily that was the experience when PALOMA FAITH partnered with SKODA to promote the launch of their KIROQ model. Paloma’s cover of the Mama’s & Papa’s 1969 anthem of self-acceptance and individuality Make Your Own Kind of Music proved the perfect fit to meet the intended message of the brand.
Reflecting on Paloma’s life story, she was integral to co-scripting the content campaign which included a traditional TV ad, online content and a full length ad/music video. Visually, the story showed the beauty to be drawn out of key moments, good and bad, in Paloma’s life; from the pain of early auditions, to the joy of stadium shows and the wonder of motherhood, all naturally leading to the tagline of ‘driven by something different’. None of this could have been achieved without the artistic commitment and guidance from Paloma herself and her Lateral management, working alongside Brand Partnerships.
The happy ending was found in the ad being the number 1 Shazamed commercial for 5 weeks straight, Spotify streams of 12 MILLION, and video views of 4 MILLION. Skoda beat their sales target by 142% and the ad generated over £1m in earned media. Meanwhile Paloma saw her single land at No.2 on iTunes, No.1 on Amazon UK, and No.9 on the UK Official Singles Chart.
Creative Agency: Fallon
Creative Directors: Ricardo Motti and Ronaldo Tavares
Agency Producer: Georgina Pearson, Fallon
Production Company: Agile Films
Director: Georgia Hudson