As Škoda enjoys its strongest year on record, the car manufacturer is launching a new multi-million dollar marketing campaign for the Fabia vRS.
The 12-week campaign is centered around a 60 second TV commercial that will see Škoda unveiling a 'meaner' side for the high-performance Fabia vRS.
The new commercial will feature a 'Made of Meaner Stuff' strapline - a darker twist on the Fabia's 'Made of Lovely Stuff' commercial from 2007.
Filmed in Škoda's native Czech Republic, the commercial opens with a shot of a television screen playing the original commercial. The 'lovely' bakers are soon replaced, however, as the story unfolds to reveal a tougher, darker production team creating the 'meaner' Fabia vRS.
Following a similar format to the Fabia 'Cake' advert, the new 'meaner' vRS campaign now adopts a much darker feel. Set in a secret location within the Škoda factory, the liquorice, treacle and jelly vehicle components previously featured make way for a bone chassis, a snake-powered engine and unorthodox finishing techniques.
A dedicated microsite has been developed where the mean and lovely sides of Škoda collide. Users can actively explore the differing sides of the Fabia range and will find everything from jelly and lollipops on the lovely side, to snakes and lightning on the mean side.
In addition, a purpose-built YouTube channel will be hosting the commercial, as well as some behind-the-scenes footage which will be added throughout the duration of the campaign.
For further details visit: www.skodafabia-vrs.co.uk