Škoda is launching a new multi-million pound national marketing campaign for the Fabia vRS. The 12-week push, which was bought and planned by MediaCom, is centred around a 30 and 60 second TV commercials and will see Škoda unveiling a ‘meaner’ side for the high-performance Fabia vRS. The new advert features a «Made of Meaner Stuff» strapline—a darker twist on the Fabia’s «Made of Lovely Stuff» proposition which was made famous by the 2007 Fabia «Cake» spot.

Filmed in Czech Republic, the advert opens with a shot of a television screen playing the original famous «Cake» ad. The ‘lovely’ bakers are, however, soon replaced as the story unfolds to reveal a much tougher, darker and more technologically-enhanced production team who are creating the ‘meaner’ Fabia vRS.

The ‘meaner’ campaign is the brainchild of Škoda and leading advertising agency, Fallon, and sees the original ‘Cake’ creative directors Chris Bovill and John Allison joining forces with acclaimed director Nick Gordon. Set in a secret location within the Škoda factory, the liquorice, treacle and jelly vehicle components of cake make way for a bone chassis, a snake-powered engine and unorthodox finishing techniques.

Škoda will also be focusing social media activity. Consumers will be encouraged through Facebook, to interact with the campaign by discovering whether they are ‘mean’ or ‘lovely’ to be in with a chance of winning a brand new Fabia or Fabia vRS. They can even invite their friends to vote on their ‘mean’ or ‘lovely’ status. The brand also launched a dedicated microsite to show the mean and lovely sides of Škoda collide.

Škoda is also going to be attending Top Gear Live with a live performance of the ad—the production will start with technicians working on the Fabia. Events will then take a ‘mean’ twist as heavy rock music, red lights and pyrotechnics signify the arrival of the neighbouring production line for the vRS.