Škoda is celebrating the intensity of the Tour de France in a new ad marking VW Group’s longstanding partnership with the competition.
However, created by FCB London and breaking in the run up to the Tour de France, the campaign switches up to bring a touch of this intensity to everyday cyclists.
Running across TV, print, out-of-home, digital and social, the multi-channel campaign features a 30-second film which brings to life Škoda’s positioning as a brand for all, from the elite to the amateur.
It comes as the Czech carmarker marks more than 20 years of continuous partnership with the Tour de France, and is also supporting the Tour de France Femmes avec Zwift for the third consecutive year.
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The series of vignettes highlights a different reason to love cycling, with five-second segments coming together to form a master film that tells a story every cyclist can relate to.
Škoda brand strategy and communication manager Zuzana Filipova said: “Škoda has been the main partner and car supplier of the Tour de France for the past two decades and we remain passionate about sharing our love of the world of cycling.
“For this year’s race, our campaign celebrates and empowers not just the Tour riders, but also the everyday cyclist enthusiasts. ‘What’s Your Tour De’ brings to life everyone’s experiences and aims to inspire more people to start riding, in whatever way they choose.”
“Whether you’re chasing glory, or simply coffee and cake, riding for the first time without stabilisers or pushing the limits of endurance, we sought to help Škoda showcase the power of these experiences, whatever the weather, and whatever the terrain – enabling individuals to beat personal records, find their rhythm, discover new trails, and spend time with loved ones,” added FCB London senior copywriter Mike Mackenzie.
