The Best Work You May Never See: Curious Lad Asks Telling Question Of Parents In Intermarche Spot From Paris Agency Romance


Robert Goldrich
Tuesday, Oct. 20, 2020


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Léon is six, an age where questions abound. His parents’ day is therefore punctuated by whys, whats and hows. But with a six-year-old lad, parents can improvise answers, taking advantage of the trust kids have in what mom and dad have to say.

But one question doesn’t permit an improvised response--”What do we eat?” All children pose this query to parents, sometimes several times a day. And mom and dad need to come up with a satisfying answer.

That’s the gist of this spot for French grocery store chain Intermarche.

To the music of François Truffaut’s movie ‘The 400 Blows’, Paris agency Romance and Rudi Rosenberg via production house Insurrection draw up this one-minute-and-40-seconds portrait of this little man with 400 daily questions. 

This what’s for dinner question and its variations is important. It leads to more questions like: Is it healthy? Haven’t we eaten that recently? What exactly is in it?

Intermarche answers these questions by having already improved 650 of its products, with plans to make better more than 6,500 by the end of 2025--by reducing additives, salt, sugar, making ingredients healthier so that families can eat better every day, no questions asked.


Client Intermarché Agency Romance, Paris Christophe Lichtenstein, CEO; Alexandre Hervé, executive creative director and copywriter; Charlotte Roux, Philipe Pinel, copywriters; Julien Rezette, art director; Jérome Lavillat, sr. strategic planner; Emilie Talpaert, TV producer. Production Insurrection Rudi Rosenberg, director. Sound Production Schmooze.

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