ŠKODA’S PEAQ LAUNCH BRINGS PREHISTORIC COMFORT TO MODERN ROADS

Škoda has launched its flagship electric Peaq with a global campaign by AMV BBDO starring ‘Ichy’, a prehistoric Ichthyostega brought to life by Untold Studios. The narrative connects humanity’s timeless search for comfort with Škoda’s Modern Solid design, positioning the Peaq as the pinnacle of confidence, curiosity and premium comfort.

Škoda has unveiled its most premium electric vehicle yet, the all-new Peaq, with a global campaign that reaches back half a billion years to find its star. At the centre of the launch is ‘Ichy’, a charismatic Ichthyostega brought to life by Untold Studios in London, whose evolutionary leap from water to land becomes a metaphor for humanity’s enduring search for comfort.  

The campaign, created by AMV BBDO and directed by Sam Brown, positions the Peaq as the pinnacle of Škoda’s Modern Solid design philosophy, following the recent launches of the Enyaq, Elroq and Epiq. Grounded in the insight that comfort drives exploration, the narrative traces Ichy’s bold journey through a prehistoric world. Unfazed by eruptions and dangers, he struts confidently to the soundtrack of Aim & YZ’s “Ain’t got time to waste”, embodying curiosity and resilience.  

A striking time-lapse sequence propels the story from ancient landscapes into the present day, where a modern family enjoys the spacious interior of the Peaq. The parallel is clear: just as Ichy sought new levels of comfort on land, today’s drivers find it in Škoda’s flagship EV. The campaign celebrates curiosity as a timeless force, connecting prehistoric evolution with contemporary innovation.  

Meredith Kelly, Global Head of Marketing for Škoda, described the Peaq as “the most beautiful car we have ever made”, noting that the story had to match the boldness of the vehicle itself. “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,” she said.  

Guy Hobbs, Executive Creative Director at AMV BBDO, emphasised the emotional dimension of the work: “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.”  

The campaign is rolling out globally across TV, digital, out-of-home and social platforms, ensuring Ichy’s journey resonates with audiences worldwide. By blending prehistoric storytelling with modern design, Škoda positions the Peaq not only as a technological achievement but also as a cultural statement about the human drive to seek better, more comfortable ways of living.  

In a market increasingly defined by electric innovation, Škoda’s choice to anchor its flagship launch in a narrative of evolution and curiosity sets it apart. The Peaq becomes more than a car; it is framed as the culmination of a journey that began with the first creature to step onto land. With Ichy as its unlikely hero, Škoda invites drivers to embrace confidence, curiosity and comfort in equal measure.