Grocery chain Intermarché pays tribute to healthcare workers in a three-minute Christmas film that follows a nurse at the hospital and a family (a mother and her teen son) hoping and waiting for the father’s recovery.
Directed by Katia Lewkowicz via production house Grand Bazar, the piece focuses on the characters’ lives in a to-and-fro of worry, hope, tenderness–and ultimately, heartfelt thanks. Paris agency Romance was again behind the Intermarché Xmas ad which has become an annual tradition. This is the fourth holiday film over the years with past installments earning five Cannes honors and the Effie Grand Prix in France and Europe.
This time the story unfolds to the band Terrenoire’s song “Jusqu’à mon dernier souffle” (“Until my last breath”).
The film becomes an echo of the solidarity and generosity of the French who applauded the caregivers starting this spring every evening at 8pm. At a time when the country is experiencing the recurrence of this health crisis, when the weariness of confinement seems to have set in, it reminds us that this time of the year is the best to remember their unconditional commitment and to say thank you once again.
“Each new opus in the saga is a challenge. This time we wanted to make a film that would live up to the exceptional year we have lived through, marked by the commitment and sacrifices of the caregivers. It is this anchoring in the times and its current events that builds the link between Intermarché and the French people,” said Alexandre Hervé, executive creative director of Romance.
Romance CEO Christophe Lichtenstein added, “We have been building an emotional territory for three years with the trust of Intermarché. We must also put the power of the brand at the service of civic and just causes. This is the only possible way to give more meaning to our businesses.”
