'Yoda in a Skoda' CD mailing aims for street appeal

LONDON - 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.

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