ŠKODA has announced a new partnership with UK artist Paloma Faith as part of the 'Driven By Something Different' campaign. Joining Bradley Wiggins - who promotes the Kodiaq SUV lifestyle - Paloma will be linked to the new Karoq compact SUV.
Paloma's style and personality reflect the unique, confident and spirited style of the Karoq. She will be the first representative for the ŠKODA Driver's Seat Initiative. This initiative works alongside the Prince's Trust to give young, creative people the opportunity to shape their own future and make a positive impact on their local community. Paloma herself benefited from help from the Prince's Trust, when she was a teenager, to realise her own dream.
ŠKODA is to use the 1969 hit song 'Make Your Own Kind Of Music' as the soundtrack to support the campaign. Paloma has recorded her own version of it to be used in the Karoq TV advert to be aired from March. The song's lyrics, "make your own kind of music, even if nobody else sings along", reinforces the message of promoting individuality and encouraging people to unlock their full potential.
Paloma Faith's self-confidence, optimism and spirit set her apart from the rest and are a perfect match for the brand. Watch out for the TV advert next month!