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Ads We Like: ‘We weren’t the only ugly ones in the 90s’ contends Skoda in self-effacing throwback

A montage of acne, bum bags, mullets and terrible, terrible eyewear is Skoda France’s genius comeback to those who still reference the ugliness of its 90s car designs; you were probably 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 viewers 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 aesthetic ugliness, and while Skoda’s designs were questionable at the time, they have matured just like anyone who once coated their hair in too much gel.

The unique and self-deprecating nature of the ad aims to strengthen the brand’s position as a ‘game-changer’ in a French Market Saturated with Typical Auto Creative.

‘Moche Dans Les 90s’ (‘Ugly in the 90s’) will go live today (29 August) across Twitter, Facebook, Instagram and YouTube. Additionally, Twitter users will be able to send a photo of themselves or their friends to Skoda and be presented with a 90s-fied profile picture.

It's not the first time a French agency has paid homage to the 90s this summer: 84.Paris spoofed the decade's early hip-hop videos for Greenpeace back in July.

Rosapark: Skoda France 'Ugly In The 90s'

Agency: Rosapark

Client: Skoda France

Date: August 2018

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

Tags: France, Ads We Like

Video of ŠKODA - UGLY IN THE 90's

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This post first appeared on How To Organize Small Kitchen, please read the originial post: here

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Ads We Like: ‘We weren’t the only ugly ones in the 90s’ contends Skoda in self-effacing throwback

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