The nostalgia of self-described "'90s kids" has given the last decade of the 20th Century a cultural cachet that--let's be honest--it often didn't deserve. Hammer pants, wallet chains, the high-water mark of the mullet. The '90s weren't pretty, and neither were you, says a new campaign for car manufacturer Škoda from Rosapark.
Fanny packs, platform shoes, tie-dye and so much gel parade by in cringey scenes from bygone days. Outfits best left forgotten on old VHS tapes or in dusty, unremembered yearbooks resurface, only to be ridiculed (yet embraced) by Skoda: "We weren't the only ugly ones in the '90s," the ad says.
The Czech brand is saddled with a long history of unfortunate-looking vehicles from its days behind the Iron Curtain, so this isn't the first time it has leaned into its old reputation. Back in 2001, it began its slow rebrand with "It's a Škoda, honest."
The campaign is running on Twitter, Facebook, Instagram and YouTube and is accompanied by a social media activation in France. Fans can share their own awful photos using the hashtag #MocheDansLes90s (ugly in the '90s) or have their profile pictures redesigned in a period-appropriate form. Cue the neon laser backdrop.