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One has to give Škoda and Paris agency Rosapark some real credit for getting the previously oft-maligned carmaker some well-earned attention through its ads. Adweek’s 2018 International Agency of the Year takes the brand into some very quirky, odd and often funny places.

A triumvirate of standout ads in recent years includes self-depreciation about the Czech brand’s reputation, its checkered past (especially in the ’90s) and a feature to keep dogs safe in Škoda cars.

Now, the VW-owned car is touting the Škoda Key feature, which stores the settings of each driver. The brand and agency use a buddy cop theme to hilarious effect. The pair, Will and Chuck, spot a nefarious van, and they’re ready to pounce. Except there are a few issues that prevent our, er, heroes, from giving chase.

It’s a simple premise, but once again, the creative team at Rosapark manages to make an ad that is highly watchable over and over.

“Škoda does the hardest part—they uncover compelling consumer insights,” said Sacha Lacroix, Rosapark managing director. “We simply identify potential subjects and highlight them in the most surprising and creative way possible, so people open their eyes and notice this beautiful brand.”

“As a challenger brand, we must always go a step further in entertainment to get noticed,” added Gilles Fichteberg, co-founder and creative director at Rosapark. “With this film, we propel viewers into a cinematographic genre that they know and love, we create a bond with enduring characters, positioning Škoda in an ever more positive light.”

While the brand’s ads are funny, especially over the last three years, they seem to have touched a nerve with an uptick of almost 13% in car registrations in France. And, interestingly enough, Škoda is actually a trusted brand by some police forces including Belarus, Egypt, Belgium, Finland, Croatia, Israel, Portugal and, of course, the brand’s home of the Czech Republic.

Credits:

Škoda France
Marketing Director: Paul Barrocas
Head of Communication Department: Marie-Charlotte Bosvieux
Head of Advertising and Media: Céline Hahn
Head of Digital and Social Networks: Stéphanie Cantau
Network Marketing Manager: Émilie Le Mentec:
Customer Experience & Data Performance Manager: Sébastien Toussaint

Rosapark
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Managing Director: Sacha Lacroix
Copywriter: Julien Perrard
Artistic Director: Nicolas Hurez
Head of TV Production: Elodie Jonquille
Consulting Director: Romain Bruneau
Group Leader: Maxime Persuy
Account Manager: Romane Drosdziok
CRM/PRM Project Manager: Amandine Mory
Production print: Delphine Cotellon

Head of Digital Strategy: Jeanne Neuschwander
Social Media Manager: Clément Bonnet
Social Media Creative Team: Léo Palti, Julien Thibon, Pierre Bonnet, Athina Perroux, Pierre René Martin and Aike Westra

RP and Influence: Mélanie Colléou

Production: Big
Director: Jean Baptiste Saurel
Producer: Kasia Staniaszek & Pierre Rambaldi
Chief Operator: Adam Frisch
Production Manager: Driss Lumbroso
Sound studio: Schmooze
Post-Production: Firm
Google Street View Production: G.Easy

Doug Zanger is a senior editor at Adweek focusing on creativity and agencies.