Škoda’s Cheeky Campaign: Turning Penis Graffiti into Feminist Art on the Tour de France

The World’s Longest Art Class?

Ah, the Tour de France. A majestic celebration of peak human endurance, rolling European landscapes, and—unavoidably—an oddly persistent presence of hastily drawn dicks on the pavement.

Yes, the rogue penis has become an accidental mascot of the race, as mysterious in origin as it is consistent in appearance. Most brands look away. Some bring in the power washers. But Škoda? They brought a street artist and turned the whole thing into marketing gold.

This wasn’t damage control. This was genius.

A Brand Sees Graffiti—Škoda Sees Opportunity

With the launch of its cheekily brilliant campaign, “It’s Time We Redesign the Road,” Škoda took the bold route: they embraced the chaos.

Instead of scrubbing out the amateur anatomy, Škoda hired celebrated female illustrators Cécile Dormeau and Erin Aniker, tasked with following the Tour and transforming these crude visuals into empowering portraits of female cyclists—right there on the tarmac.

The goal? Shine a spotlight on the Tour de France Femmes avec Zwift, an elite women’s cycling event that rarely gets the coverage it deserves.

From Dick Doodles to Feminist Icons

Škoda’s team literally drove a branded “221st support car” through Stage 19 of the Tour, identifying penis graffiti and reimagining it in real-time—turning outlines of crude humor into bold, confident depictions of women on wheels.

Each transformed image became a shout-out to the athletes of the Tour de France Femmes, celebrating strength, endurance, and representation on a global stage watched by over 3.5 billion viewers.

No erasers. Just better art.

Why It Worked: Škoda’s Reactive PR Masterclass

Let’s break down why this campaign was a marketing triumph:

• Timely & Topical: Happened mid-race while the internet was watching.

• Authentic: Real artists, real streets, real cause.

• Funny but Purposeful: Balanced humor with feminist messaging.

• Highly Shareable: Visual, outrageous, and satisfying to see.

It wasn’t just marketing—it was memorable storytelling, the kind that sticks.

Škoda x Penis Friends: The Unexpected Collab of Our Dreams

As connoisseurs of cock comedy, the team at Penis Friends couldn’t be more impressed. Škoda didn’t just acknowledge the doodles—we’d argue they honored them by redirecting the energy into something meaningful.

This is the kind of brand play we dream about. A little bit irreverent, a whole lot impactful.

We salute the brilliance of using rogue genitals to promote gender equity in sports. A true art attack.

Branding With Balls: Lessons in Guerrilla PR

This campaign teaches a few key lessons:

1. React fast—timing is everything.

2. Laugh, then lead—humor opens the door to serious messages.

3. Don’t just paint over the problem—remix it.

By leaning into the absurd and turning it into advocacy, Škoda pulled off one of the smartest sponsorship plays of the year.

Final Thoughts: Making the Road More Equal—One Dick at a Time

So next time you’re tempted to roll your eyes at a badly drawn penis on the road, remember this: it might just be the beginning of a viral feminist art project.

To Škoda, to the bold illustrators, and to the nameless, slightly pervy pavement artists who made it all possible—we see you. And we thank you.

Because sometimes, even the dumbest doodles can drive real change.

FAQs

Q1: What is Škoda’s graffiti campaign about?
Škoda transformed penis graffiti along the Tour de France route into feminist street art promoting the Tour de France Femmes.

Q2: Who created the feminist murals?
Illustrators Cécile Dormeau and Erin Aniker collaborated with Škoda to transform the graffiti in real-time during Stage 19.

Q3: Why is Škoda promoting women’s cycling?
As a sponsor of both men’s and women’s events, Škoda launched this campaign to elevate awareness for the Tour de France Femmes and gender equality in cycling.

Q4: What is Penis Friends and how does it relate?
Penis Friends is a humor-forward brand celebrating weird, awkward, and iconic moments involving… well, penises. We support clever chaos—and Škoda nailed it.