What looks did you rock in the ‘90s? Škoda’s were pretty ugly. But the brand has a point. You may look back on the ‘90s with fondness – times were simpler and the world was less divisive – but you probably didn’t look all that great either. And to make that point, its agency Rosapark is reminding you of the hammer pants, grunge hair, head-to-toe neon, mullets and tie-dye that were undeniably questionable…OK, let’s be honest, ugly.
A lot of people think of Škoda as it was in the ‘90s – too many people for the brand’s ambitions. Škoda’s style has come a long way since then. Its most recent models feature sleeker designs and the latest in technology. So Rosapark and Škoda want to remind everyone that maybe the ’90s weren’t really anyone’s heyday when it came to style.
Rosapark’s campaign looks back at how we all looked in the ‘90s, to remind us that “we weren’t the only ugly ones in the ‘90s”. And how refreshing it is for an automobile brand to use self-derision rather than chest-thumping to show you “what it’s got”.
“It was imperative that 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,” Rosapark noted.
The new campaign is in line with the brand’s strategy of demonstrating its ability to surprise and be a “game changer” on the French market – from advertising to car models.
The campaign launched simultaneously on Twitter, Facebook, Instagram and YouTube on August 29, and will be complemented with a social media activation in France. Using the hashtag #MocheDansLes90s (ugly in the 90s), Twitter users can send ‘90s pictures of themselves or friends to the brand’s community manager or have their profile pictures redesigned with a ‘90s feel.