Léa, a little girl, is having trouble reaching a secret stash of cookies hidden high up in a cupboard and realizes what she needs to do is grow taller. After seeing a tall boy eating soup in the cafeteria, she sets out on a mission to eat as much as possible–even though she can’t stand it.
Titled “Je t’aime trop” (“I love you too much,” referring to the girl’s sweet tooth) as part of supermarket chain Intermarché’s “Better Eating” campaign, this spot was created by Paris agency Romance and directed by Rudi Rosenberg of production house Insurrection, Paris.
“lntermarché’s battle to help people eat better every day remains a guiding compass and we continue to build the brand’s territory,” said Alexandre Hervé, executive creative director of Romance. “But we also wanted to make the emotion of the film evolve by favoring a comedy.”
The film features the song “Je t’aime trop,” sung by Eddy Mitchell and Les Chaussettes Noires.
CreditsClient lntermarché Agency Romance, Paris Alexandre Herve, executive creative director; Philippe Pinel, Virgile Lassalle, copywriters; Vincent Boursaud, art director; Marie-Laure Dangeon, Emilie Franck, associate directors; Emilie Talpaert, producer. Production Insurrection, Paris Rudi Rosenberg, director. Audio Production THE Music “Je t’aime trop,” sung by Eddy Mitchell and Les Chaussettes Noires
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
Read More