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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)

Wednesday, February 19, 2014
12:46 PM

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.

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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.

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