Why Škoda is letting a prehistoric creature lead its new era

Škoda is travelling back 500 million years to launch its newest electric vehicle, introducing an extinct prehistoric creature as the face of its latest global campaign.

Created by AMV BBDO, the campaign introduces "Ichy", an Ichthyostega, a prehistoric half-fish, half-lizard believed to be among the first creatures to venture from water onto land. The character fronts the launch of the all-new 'Škoda Peaq', the brand's flagship electric vehicle, drawing a parallel between humanity's enduring pursuit of comfort and the carmaker's latest premium EV.

Grounded in the insight that the search for comfort inspires exploration, the campaign follows Ichy as he confidently navigates a prehistoric landscape, undeterred by volcanic eruptions and unfamiliar terrain. Set to Aim & YZ's Ain't got time to waste, the film follows his journey before fast-forwarding through time to the present day.

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The narrative then shifts to a modern family enjoying the spacious interior of the Škoda Peaq, positioning the vehicle as the culmination of a quest for comfort that began half a billion years ago.

The campaign is rolling out globally across television, digital, out-of-home and social media.

Designed by Untold Studios and directed by Sam Brown, Ichy was created to be a distinctive and expressive brand character, embodying curiosity, confidence and adventure.

The campaign also marks the latest chapter in Škoda's rollout of its 'Modern solid' design philosophy, following the launches of the 'Enyaq', 'Elroq' and 'Epiq'.

According to Meredith Kelly, global head of marketing at Škoda, the campaign was designed to match the ambition of the new flagship model.

"'Peaq' is Škoda's new flagship; the most beautiful car we have ever made, so the story had to showcase this bold statement," she said. "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."

Meanwhile, Guy Hobbs, executive creative director at AMV BBDO, said the campaign sought to elevate the conversation around comfort beyond functional benefits.

"'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," he said.

Škoda's introduction of Ichy comes as more brands look to mascots and recurring characters to build distinctive brand assets in an increasingly crowded market. In a previous MARKETING-INTERACTIVE story, branding experts said memorable characters can help brands create emotional connections, humanise digital experiences and build long-term recognition, particularly in highly competitive categories where products are often difficult to differentiate.

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