Meet ‘Ichy’ the Ichthyostega, an extinct creature whose search for a new level of comfort 500 million years ago led him to be the first creature to walk out of the water and onto land. He’s the star of Škoda’s new campaign to launch the all-new Peaq, their most premium and most comfortable electric vehicle yet, following the design philosophy of Modern Solid, after the recent launches of Enyaq, Elroq & Epiq.
Grounded in the insight that the search for comfort drives us to explore, the campaign plays out this idea through the adventure and evolution of Ichy – a prehistoric half-fish, half-lizard character. Until that search is satisfied by the Škoda Peaq, a vehicle that – as its name suggests – represents the peak of comfort.
Ichy has been brought to life and designed by Untold Studios in London to be distinctive, charming and full of personality. His journey, directed by Sam Brown, tells the story of never-ending curiosity, the search for comfort, and inner confidence.
Set in a prehistoric world, we follow Ichy as he movesboldly and with a sense of curiosity through a new world. He is unfazed by the dangers and trepidations; a nearby eruption can’t stop his swagger and strut, which is set to Aim & YZ’s “Ain’t got time to waste”. Following his journey, we are taken through a time-lapse sequence, which propels us into the present day in the blink of an eye.
We land on a modern family enjoying the spacious interior of the all-new electric Peaq, drawing a direct parallel between Ichy’s search for comfort on land and the comfort found in Škoda’s latest generation of vehicles. By connecting these two moments across half a billion years, the campaign celebrates the enduring curiosity that drives us all to seek new heights of comfort and finds the answer in the Škoda Peaq.
The global campaign, created by AMV BBDO, and is live across TV, digital, OOH and social globally.
Meredith Kelly, Global Head of Marketing for Škoda, said: “Peaq is Škoda’s new flagship; the most beautiful car we have ever made, so the story had to showcase this bold statement. Going back 500 million years to find the first spark of comfort on land felt right. Progress always starts with someone brave enough to try something new.
Guy Hobbs, ECD, AMV BBDO, said: “Peaq is a proud moment for Škoda. It takes the brand to new heights, so we wanted the work to do the same. To take comfort somewhere more emotional. Into confidence, curiosity and exploration.”
