Škoda UK has recently announced the details of a new brand campaign – Driven by Something Different – featuring Sir Bradley Wiggins.
The campaign follows key moments in Wiggins’ personal and professional life as he reflects on his achievements and pushes himself to the limit on the peaks of northwest Wales.
The video – which was created by Fallon London – was directed by acclaimed Czech film director Martin Krejci. The multi-channel campaign kicks off on February 4th with a 90-second advert on ITV1 during the half-time interval of the England vs. France Six Nations rugby opening match.
Speaking about the new advert, Sir Bradley Wiggins said: "I'm looking forward to the advert being released, Škoda has done a great job in capturing my journey through cycling. We are already preparing for the next ad which will take a lot to beat this one."
Škoda UK head of marketing Kirsten Stagg said: "From our humble beginnings as a bicycle manufacturer to the innovative automotive brand we are today, we have always prided ourselves in being driven by something different.
"As Britain’s most decorated Olympian there is no denying Sir Bradley Wiggins‘ incredible achievements. We chose to work with him on the campaign because of who he is and what he represents as an individual; he embodies the self-confidence, unique character and spirit which sets him apart from the rest."