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. The bakery members standing with the replica car add realism to the advert ad they give the impression that they have all played a part in making the car and have spent along time crafting the cake and perfecting it. There is also the Skoda brand slogan at the bottom of the image which people will know as it has been the same since the company began.
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. I think that the target audience for this advert is for people who want to buy a new car or for people who like the brand of Skoda cars. I also think that it could be targeted at children as children always like sweet things such as cake and they may see the car and tell their parents about what they have seen. The advert is out there to get buyers for the new Fabia car and for people to pass on the message about the 'cake car ad'. I think seeing the advert twice will make sure that you remember what you have seen. I think this because the colours in the advert are strong and the idea is unusual as you don't see a car made from cake every day and it stands out.
Video Advert:
The advert features the engine going in the car and then the viewer sees the finished product and the famous branding and slogans. There is also a soundtrack over the footage which is 'My Favourite Things' and runs the duration of the advert. 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.
Making the Advert:
The advert was shown on the television and showed the whole baking and construction process of making the car cake. I think the advert wanted the viewer to feel like the car would make them feel happy like cake often does. Cake is a delicious and delightful food and the team at Skoda want their customers to feel delighted with their cars and services. When Skoda first set up the company was often thought of as a joke and was for many years and people didn't want to purchase their products. Skoda has now rebranded themselves by creating high budget videos and print adverts. They are now part of the German manufacturer VW. 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.
Some images of the creation of the scale cake:
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