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Škoda’s ad captures the awkwardness of falling asleep in a car.
For Škoda France, agency Rosapark and photographer Sophie Ebrard have teamed up to capture the napping positions of people in cars to highlight a new add-on for the brand’s vehicles that help snoozing passengers feel more comfortable.
You know what it’s like … you’re comfortably settled in the back of the car, lulled by the sound of the engine and the passing landscapes, and sleep creeps up on you. Your eyes close, your body relaxes, your head drops from left to right and very quickly you find yourself in a very improbable position. Your neck is at a 45° angle, your face is crushed up against the window and your arm stuck is in the seatbelt. You’ve had a very bad sleep and you look completely ridiculous. And that’s all it takes for your loved ones to make fun of you and rush to capture your contortion act to share on social media.
Škoda wanted to acknowledge and respond to this insight, familiar to anyone who’s ever tried to get some sleep on a car journey. The Sleep Package, a USP available as an option, consists of two adjustable headrests so that passengers can finally get some proper, comfortable sleep. And that means no more stupid positions and silly photos!
Gilles Fichteberg, Co- Founder and Chief Creative Officer at Rosapark: “The success of this campaign is in its realism, in the truth of the images. It was essential that the models really looked like they were asleep. That’s what makes the visual impactful and why people understand it immediately. It’s one of the main reasons we chose to work with Sophie Ebrard, the photographer. She has a very humanist approach to the way she directs her models and uses light.”

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