A first-of-its-kind TV commercial lets viewers experience the remotely controlled boot of the ŠKODA Superb Estate. Instead of watching a feature, you try it from your sofa.
How the TV mechanic makes the feature feel real
As described in campaign write-ups, the idea took advantage of a Polish viewing habit: TVP1 sits on channel 1 and TVP2 on channel 2. Two complementary spots were aired simultaneously, so switching between channels with the remote effectively becomes the “control” that opens and closes the boot on screen.
In European automotive marketing, turning a feature demo into a familiar at-home interaction is a fast way to convert passive viewing into remembered proof.
Why this lands better than a standard feature film
The creative does not ask people to understand the engineering. It makes them feel the benefit. Remote-controlled boot becomes “I can operate this without effort,” because the viewer’s own hand is already doing the controlling.
It also makes the demo inherently retellable. People do not describe it as “an electrically operated tailgate.” They describe it as “I controlled the boot with my TV remote.”
What the brand is really buying
This is not just awareness. It is embodied comprehension. The viewer takes a small action, sees a result, and the feature moves from claim to experience. That shift is valuable when the product benefit is convenience, because convenience is easiest to believe when you have just felt it.
What to steal for your next “simple feature” launch
- Make the audience perform the benefit. If the action is theirs, the memory sticks longer.
- Use an existing habit. Channel switching is already learned. No instruction burden.
- Keep the mapping literal. One action. One visible response. No abstraction.
- Design for one-sentence retell. If people can explain it instantly, they will share it.
A few fast answers before you act
What is the core idea of this commercial?
To let viewers “try” the Superb Estate’s remote-controlled boot from home by turning a TV viewing action into a simulated control action.
Why use two channels at the same time?
Because switching channels is a natural remote-control behavior. Running paired spots simultaneously makes that behavior feel like operating the feature.
What makes this different from a normal product demo?
The viewer is not only watching. They are causing the on-screen change, which makes the convenience benefit easier to believe.
What kind of features work best with this pattern?
Features with a clear, binary outcome that can be shown instantly, open versus closed, on versus off, locked versus unlocked.
What is the biggest risk when copying this approach?
If the interaction mapping is unclear, people miss the trick and the work becomes just two confusing ads. The “how” must be obvious within seconds.
