Tipiak selects VML as communications partner
Following a competitive pitch, VML will support the iconic French brand's communication strategy across France and international markets.
Charal Celebrates 40 Years with the Return of Its Iconic Skatebot Campaign
To celebrate 40 years of Charal, VML is reviving the iconic Skatebot campaign, reimagined for a new generation of consumers
- Published Date
- Oct 20, 2026
An iconic character returns to celebrate 40 years of Charal
To celebrate its 40th anniversary, Charal is bringing back Skatebot, one of its most iconic advertising campaigns, in a new TV and digital rollout launched on October 5. Revisited for the occasion, the film features a special anniversary twist, with the famous robot attempting to blow out the candles placed on his steak… without success.
A playful tribute to four decades of a brand that has become a staple in French households, staying true to the spirit that made it famous through its distinctive tone, its legendary "Hummm", and its enduring signature, "Vivons fort".
The return of Skatebot is the latest expression of the long-standing partnership between Charal and VML, a collaboration built around iconic storytelling, creative excellence and a shared ambition to keep the brand relevant for new generations of consumers.
