Skoda’s icy stunt in Covent Garden is all a metaphor, apparently

To mark its launch, a SKODA Yeti Outdoor is encased in ice in Covent Garden (Photo by Peter Macdiarmid/Getty Images for SKODA)

To mark its launch, a SKODA Yeti Outdoor is encased in ice in Covent Garden (Photo by Peter Macdiarmid/Getty Images for SKODA)

2014 Getty Images

It might not look like it, but the car which appeared in Covent Garden this morning encased in a giant block of ice is actually a metaphor about straight-laced Britons craving more excitement.

You're going to need a bigger hammer  (Photo by Peter Macdiarmid/Getty Images for SKODA)You're going to need a bigger hammer (Photo by Peter Macdiarmid/Getty Images for SKODA)

No seriously. Although it looks more like something a Bond villain would do to elaborately bump someone off, and is clearly a sure fire way of ruining a rugged little SUV, this promotional stunt by Skoda was actually about us.

A press release from the Czech cheap car maker said the reason one of its brand new Yeti Outdoor vehicles was encased in ice next to the West End piazza was to illustrate some research findings.

Skoda said data revealed 80 per cent of Brits admit to craving more excitement in their lives, with 8 in 10 admitting to feeling stuck in a rut.

Apparently 50 per cent of us told to the survey we aren’t living our lives to the full, and one in three Brits even admitted to dreaming of escaping their current life at least once a week, with more than one in 20 admitting to having these thoughts every single day.

It's probably not the weirdest thing to appear in Covent Garden (Photo by Peter Macdiarmid/Getty Images for SKODA)It's probably not the weirdest thing to appear in Covent Garden (Photo by Peter Macdiarmid/Getty Images for SKODA)

Unfortunately I’m not sure how much of that comes across to you when you stare at the cold red Yeti, looking rather forlorn in its icy box in Covent Garden this morning. Maybe that’s the point.

Related articles

Latest Stories

43 minutes ago
Police are now treating Arnis Zalkalns as a suspect in the Alice Gross case (Picture: Metropolitan Police)

Missing Lithuanian builder Arnis Zalkalns is now being treated as a suspect in the case of missing Hanwell teenager Alice Gross, say police.

Read more
08:58
Sean Rigg, a 40-year-old mentally-ill musician, died in police custody six years ago (Picture: Hickman & Rose Solicitors/PA Wire)

The constable under investigation over the death of mentally-ill musician in police custody told bosses he wants to resign and become a clergyman.

Read more
The female pedestrian was hit by the stolen car on Shepherds Hill, close to the junction with Archway (Picture: Google Streetview)

A man has been arrested after a stolen car led police on a high-speed chase in north London before smashing into a pedestrian causing serious injury and fleeing the scene.

Read more

Top Stories

Promotions

Imagine having your own idyllic house in the French countryside - and make it happen! [Photograph by Mike Simler]

Ever dreamed of living in a rural cottage in France with ivy round the door, chickens in your garden, and fresh croissants for breakfast from the local patisserie a short walk away in the nearby village?

Advanced running and training technology for beginners up to elite athletes

If you’re thinking of adding running treadmill to your fitness routine, you’re on the right track! There are several advantages to running on a treadmill versus running outdoors.

Renault-Zoe

The Renault ZOE follows on from the introduction of the electric Fluence ZE and Twizy, but unlike the former, the ZOE was designed from the ground up as an electric vehicle.

Quizzes

Do you fancy yourself as a football ground know-it-all? Try our devilishly difficult quiz!

How well do you know your football stadiums? This brand new quiz from London24 will seperate the men from the boys...

Read more
Do you know your Thames truths from the porkie pies? (Photo by Mike Hewitt/Getty Images)

So, you live (or work) in London, and you think you know the river well.

Read more
Diego Costa of Chelsea exchanges words with Cesc Fabregas (Photo by Chris Brunskill/Getty Images)

Chelsea have made several personnel changes over the course of the summer as they look to mount a squad that can challenge for the title.

Read more