Your attention, please?

Hello, Creative Souls!

Today, we’re exploring the timeless power of the demo—and how a fresh spin can transform it into an unforgettable experience.

Demos don’t have to be stuffy or scientific. (Are you listening to this, Salesforce?)

In fact, they’re at their best when they’re surprising, engaging, and leave you with a satisfying “Aha!” moment. Enter ŠKODA’s Fabia Attention Test, a masterclass in how to make a demo that steals the spotlight—literally.

Campaign: ŠKODA Fabia Attention Test
Client: ŠKODA

The Big Idea:

What if an ad could actually prove that you missed something amazing because you were too distracted by something even more amazing? That’s exactly what ŠKODA did with their Fabia Attention Test. Set on an ordinary street in West London, the ad features the new ŠKODA Fabia—showing off its sharp design, bold lines, and sporty stance. But as viewers focus on the car’s sleek profile and captivating features, they miss something important: the world around it is changing in front of their eyes.

A van turns into a taxi, a scooter morphs into bicycles, and even a bystander suddenly holds a pig. It’s only at the end that viewers are asked if they noticed any of these changes, revealing just how much they missed while they were fixated on the Fabia. This twist is the ultimate “Aha!” moment, proving that the car’s design is so attention-grabbing, it made even the most observant audience miss everything else.

Why This Works:

Engaging Curiosity:
The ad taps into viewers' inherent curiosity. By setting up a seemingly normal scenario, then revealing how much they overlooked, ŠKODA invites audiences to rewatch and reevaluate what they’ve just seen. It’s the curiosity about what we’ve missed that makes the experience so engaging.

Unexpected Twist:
Most product demos aim to show how a feature works or what a product can do. ŠKODA takes it a step further by demonstrating the effect of the product—how the Fabia can distract viewers so effectively that they don’t notice major changes happening right in front of them.

Interactive Experience:
The ad encourages viewers to become active participants rather than passive observers. By prompting them to notice the changes they missed, it adds an element of interactivity, which strengthens the impact of the message. This turns a typical demo into an experience that feels personal and fun.

Why the Execution Matters:

The execution of the Fabia Attention Test plays on human psychology and our susceptibility to distraction. Imagine if the ad had simply showcased the car on an empty street—it could have been visually impressive, but not nearly as compelling. Instead, ŠKODA used a clever trick: directing our attention in one place while completely transforming everything else. This made the ad more than just about showing off the car—it made it about the viewer’s experience, about being fooled in a delightful, light-hearted way.

Execution Tips for Brands:

1. Create an "Aha!" Moment: A successful demo doesn’t just inform—it reveals something unexpected, delivering a satisfying realization for viewers.

2. Leverage Curiosity: Design your ad to engage the audience’s curiosity. Use twists, surprises, or interactive elements to keep viewers intrigued and wanting more.

3. Show, Don’t Tell: The ŠKODA ad doesn’t just claim that the Fabia is eye-catching—it proves it. Let your product speak through a demonstration that highlights its unique features in action.

4. Interactive Engagement: Prompt the audience to re-evaluate what they’ve seen or missed. An interactive, playful approach makes the message more memorable.

Ideas Corner:

Here’s how other brands can take inspiration from the ŠKODA Fabia Attention Test to create their own surprising, engaging demos:

• Fitness Products: Show a person going into work everyday, wearing a cycle of the same clothes. Make it engaging so you don’t lose your audience. After a couple of repetitions, ask the audience if they noticed the muscle growth on the subject. Replay.

• B2B SaaS: Can you show how effective your product can be with a live demo? At your next tradeshow or conference booth, hold a competition where you simulate how your persona goes about a task normally vs how efficiently they can get it done with your tool.

• Skincare Products: Show a person going through their day while subtle changes to their appearance (Like their lips changing shape, ears getting bigger.. or so on. Go AI!) go unnoticed until a mirror is held up at the end, showcasing the surprising effectiveness of the product.

Standard or standout? The difference lies in how you show, not just tell. A great product demo doesn’t have to be about lab coats and beakers—it can be fun, unexpected, and interactive. When you tap into your audience’s curiosity and lead them to a delightful “Aha!” moment, you create an experience that’s impossible to forget. And that’s exactly what ŠKODA did—because seeing truly is believing.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.