Campaign to promote Skoda OctaviaA5 was based on the disclosure of five key characteristics of contemporary models, namely: ambitions, authority, activity, absoluteness, urgency. The emotional charge of each epithet is based on the cold pragmatic sense, is directly related to the technical parameters of the vehicle. Thus the "absolute" meaning of A5 is associated with its optimal configuration, the "active" - with excellent results in crash tests, "urgent" – with indicators of sales, "ambitious" - with the volume of the market, "authoritative" – with the number of international awards.