UGLY IN THE 90S

ROSAPARK, Paris / SKODA / 2018

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Film

Overview

Credits

Overview

Tell the jury about the creation of the original music track.

To take the viewer straight back to the 90s, what better than a great dance hit…like an audio version of Proust’s madeleines. After days of listening to all sorts of playlists, full of tracks by Ace of Base and 2 Unlimited, we finally opted for Get Up by Technotronic.

Write a short summary of what happens in the film

The film is a series of portraits of typical people from the 90s.

The haircuts, looks, make-up and decors all take us back to the era and we realize just how ugly everything was: tie-dye t-shirts, baggy short sleeved shirts, mullet haircuts, etc.

At the end, the supers appear:

We weren’t the only ugly ones in the 90s.

New collection.

New models.

Discover the modern day Skoda.

Cultural/Context information for the jury

Over the last few years, Skoda has totally revolutionized its designs and models.

But, in France, consumers still think of the unattractive models that the brand produced for years, associating them with Eastern European cars in the 90s.

With a healthy dose of self-mockery, we had to argue against this paradox and change people’s minds. We needed them to realize that these days Skodas are superb.

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