Skoda and Agency Rosapark Remind Us What '90s Style Was All About

29/08/2018

Rosapark

Advertising Agency

Paris, France

137

ADD TO COLLECTION

29/08/2018

New film directed for the car brand by Jean Baptiste Saurel takes a look back at the many poor style choices of the decade

Starting August 29th, ŠKODA France, together with agency Rosapark, is launching the film ‘Ugly ‘90s’ to promote the new look and design of the car’s latest models.

ŠKODA is a brand that has transformed itself over the last few years. Today, its newer models like the ŠKODA KODIAQ SUV and ŠKODA KAROQ embody this transformation with more modern, fluid lines and the latest technology. Yet, lots of consumers associate the brand with the models it developed in the ‘90s. Together, Rosapark and ŠKODA decided to remind consumers what the ‘90s were all about: hammer pants, grunge hair, head-to-toe neon, mullets, tie-dye…

Many of us look back fondly at the ‘90s – times were simpler and the world seemingly less divisive. But, putting nostalgia aside, any look at a photo album will show that styles were undeniably questionable.. some might even say, ugly.

The new film’s execution relies on its ability to recall the ambiance of the ‘90s: its colors, clothing styles, gadgets, iconic haircuts. It was imperative we establish a true sense of the times, with the look and feel of an old home movie. Of course, this research necessitated a veritable archeological excavation, as we wanted to make sure the clothes, makeup, and accessories reproduced the ‘90s to perfection.

Using self-derision, ŠKODA France and agency Rosapark wanted to stand out from typical automobile car ads. A voluntary humorous approach that coheres with the brand’s strategy of demonstrating its ability to surprise and be a “game changer” on the French market, as reflected in some of its newer models including the ŠKODA SUPERB, ŠKODA KODIAQ (in this film) and ŠKODA KAROQ.

Credits

Brand

Agency / Creative

Production

Creative in association withGear Seven

More News from Rosapark