Skoda France: Ugly In The 90s by Rosapark

Agency: Rosapark
Date: Aug 2018
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A montage of acne, bum bags, mullets and terrible, terrible eyewear is Škoda France’s genius comeback to those who still reference the ugliness of its 90s car designs – you were also pretty ugly then too, the auto brand contends.

Created by the comic minds of French shop Rosapark, the spot’s use of video distortion and saturation take us back to an era of tie-die, hammer pants and nausea-inducing home camera angles.

The film argues that the 90s was an era of ugliness, and while Škoda’s designs were also questionable at the time, they have matured just like anyone who once coated their hair in gel.

The unique and self-deprecating nature of the ad aims to strengthen the brand’s position as a ‘game-changer’ in the French market saturated with typical auto creative

Credits

Brand Management : Paul Barrocas, Marie-Charlotte Bosvieux, Céline Hahn, Stéphanie Cantau

AGENCY : ROSAPARK

Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg et Jean-François Sacco

Copywriter : Julien Perrard

Art Director : Nicolas Hurez

Managing Director and Strategic Planning Director : Sacha Lacroix

Advising Director : Julien Quidor dit Pasquet

Strategic Planner : Alexandre Ribichesu

Social media manager : Thomas Vincenti

TV production : Elodie Jonquille

Print Production : Justine Dudognon

PR : Theda Braddock

PRODUCTION: BIG

Director: Jean Baptiste Saurel

Producer : Kasia Staniaszek-Choppin

Production Director : Driss Lumbroso

MUSIC

Technotronic - Pump Up The Jam

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