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
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
Director: Jean Baptiste Saurel
Producer : Kasia Staniaszek-Choppin
Production Director : Driss Lumbroso
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