In 2009 Škoda introduces its’ SUV, the Yeti. A year in which the global car market totally collapsed and the popularity of SUVs hit rock bottom. SUVs were seen as big, clumsy and expensive gas-guzzlers. By introducing the Yeti Škoda wanted to prove the opposite is possible. Škoda’s SUV is compact, clever in its’ use of space, economical and attractively priced. All the things you wouldn’t directly associate with a traditional SUV. So it is possible after all: an SUV without the downsides of an SUV. It really does exist. A smart SUV. It really does exist. The Yeti. Škoda’s smart SUV.
This formed the basis of the campaign.