The most recent advert from Škoda exhibits the awkwardness of falling asleep in a automobile
The humble road trip has become a tempting option when traveling in the current climate. With the road open and a bag of snacks, the main task for the passenger is not to fall asleep to keep the driver focused and entertained. But sometimes the hum of the engine and the blurry green landscape lull any good companion into one of the most uncomfortable naps there has ever been. This idea is taking up Škoda France for its latest campaign, which captured these skewed positions in a series of OOH ads to promote a new package they created.
In cooperation with the Paris-based agency Rosapark, the car brand wants to counteract this problem of classic car travel by introducing its sleep package, a unique add-on for its vehicles that consists of two adjustable headrests so that sleeping passengers can sleep comfortably.
The pictures were taken by the photographer Sophie Ebrard. "The brief was to create a campaign that was as real and real as possible and that was fun," says Ebrard. "The insight into this campaign is so strong that everyone can recognize themselves or someone they know, I definitely can!"
"I think this type of advertising only works if you really believe the person is really asleep," Ebrard continues. "When you feel it's made for advertising, you lose your audience." To capture this authenticity, the creative imagery related to herself sleeping with his mouth open, and which her partner had captured over the years. "I was a very strong candidate for the casting!"
In addition, a classic campaign by photographer Frank Budgen for the luxury lingerie and erotic store Coco de Mer, in which motifs were supposedly caught in the middle of orgasm, also proved to be inspiring. “How to fake someone in the middle of orgasm is just as difficult for me as faking someone who is sleeping. That's a really fine line. It can immediately look fake as a picture, ”explains Ebrard. “Frank Budgen's pictures look real. I was looking for that. "
The campaign was filmed in early July when the restrictions and regulations of Covid-19 were lifted to the point that creative work environments became more flexible. "Of course we all wore masks and disinfected areas as well as our hands several times a day," says the photographer. "And we wanted to create a safe environment where they could feel comfortable and at ease, so they could pretend they were sleeping."
“I like creating a fun environment for people,” she adds. “When shooting, there has to be a chemistry between the talent and me. Having fun is always the best way. "
Škoda is known for creating memorable advertising campaigns that feel a little unusual. Fallon's Cake Car ad is the best known in the UK. In France, the car brand has worked with the Rosapark agency for the past three years and has created several award-winning and critically acclaimed works, including the Ugly in the 90s campaign, Doug the Dog and, more recently, Will & Chuck.
Although there has been some controversy over Rosapark's name lately (the agency has announced it will change it), with Sleep Package the team has proven once again that images of a flashy car whizzing around don't always have to be used to advertise you Car brand. In fact, Ebrard's pictures prove that well-made photography that opens up our everyday lives can be just as powerful.
rosapark.fr; sophieebrard.com; skoda.fr