Sir Bradley Wiggins will be featuring in the new brand campaign by Skoda UK who has recently come out to announce the details of their new offering – Driven by Something Different.

Skoda UK’s campaign follows key moments in the professional as well as the persona like of Wiggins. It also sees him reflect on his achievements in professional cycling so far as he pushes himself to the limit on northwest Wales’s peaks.

Martin Krejci, the acclaimed Czech film director was responsible for directing the video while Fallon London created it. On the 4th of February, the multi-channel campaign will kick off with a 90-second advert showing on ITV1 during the halftime interval in the RBS Six Nations opening match between England and France.

Sir Bradley Wiggins who spoke about the advert expressed enthusiasm as he hopes to see the advert quite soon.

“I’m looking forward to the advert being released. Škoda has done a great job in capturing my journey through cycling. We are already preparing for the next ad which will take a lot to beat this one.”

Kirsten Stagg, Skoda UK head of marketing expressed their delight with working with a professional like Wiggins, who remains one of Britain’s most decorated Olympian. Stagg also believes Wiggins is more than just a cyclist.

“Wiggins is more than a cyclist – he’s a great communicator and a really normal bloke, which makes him the perfect fit for Škoda,” she said.

Stagg was quite keen to point out the positives despite recent media searchlight on the former employers of Wiggins, British Cycling and Team Sky, as well as on the personal reputation of the professional cyclist.

As a brand ambassador for Skoda UK, he will be expected to work with them on ads, campaigns and experimental work for the next three years.