Everyone’s talking about the new Skoda Fabia ad, the one where the car is made out of cake. The soundtrack is ‘My favourite things’ from the Sound of Music, and the slogan is ‘Full of lovely stuff’.

<a href"www.newfabia.co.uk Go to Baking Of > View the Ad

It’s a great example of a USP (Unique Selling Proposition), and something we can all learn from.

Cars are full of features – wheels, chassis, engine, windscreen wipers, lights… But car ads don’t try to tell us how wonderful each of these features may be. Instead, good car ads choose one benefit, and turn it into a feeling.

Skoda – I want a taste!

1 Comment

Jackie Barrie, Writing Without Waffle · October 30, 2007 at 2:21 pm

UpdateWhat happened next? I met someone from Skoda who told me the car couldn’t be eaten after its 4 days under the lights, so it had to be disposed of. Shame.

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