Skoda CD aims for street appeal

Skoda has created a hip-hop track dedicated to its Fabia vRS model.

The Yoda in a Skoda track features on a CD mailing, through Archibald Ingall Stretton, that hopes to play on the hatchback's street appeal.

AIS's campaign focuses on the performance element of the car and uses the now-established line that owning a Skoda "might earn you more respect than you think".

Around 11,500 customers will receive the CD mailing, with a further 25,000 receiving a booklet containing translations of street talk.

The cover of both booklet and CD reads: "How to understand what they're saying about your Fabia vRS." Recipients open the CD case to find the line: "Driving a Fabia vRS may attract compliments in a language you might not be familiar with. This easy guide will bring you up to speed."

Drivers receive translations of slang such as "Yeah, rude blower" ("you've got a nice sports exhaust"). The translations are followed by the tongue-in-cheek hip-hop track, which includes the line: "Drop it in second, throw it in third; fourth to fifth, flying like a bird; my wife is waiting, thinking I'm dating; my slippers are empty, but I feel like I'm 20." It ends with the line: "Skoda vRS. Respect."

Lindsey Bain, the communications manager at Skoda, said: "The work that AIS has produced for the vRS continues to challenge perceptions of the Skoda brand, while maintaining the Skoda tone of voice with a fresh, self-assured wit."

The campaign was art directed by Sarah Harris and written by Gary Williams.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).