Ad of the Day | Romance is back with another ad for Intermarche-C'est Magnifique

Ad of the Day | Romance is back with another ad for Intermarche-C'est Magnifique

Mar. 25, 2019

To celebrate its 50th anniversary, Intermarché is back with a new opus from the saga "We are Producers and Retailers to help you eat a little better every day".

In 2017 Intermarché moved millions with a 3-minute film that allowed the brand to pre-empt an emotional territory previously unseen in its category. We discovered a young man who changed his eating habits in order to win the affection of a store cashier, set to the tune of Mouloudji's song "l'amour l'amour", which has since had its own revival.

This unique advertising saga, which reflected the brand’s repositioning to focus on eating better established Intermarché as a leader in growth in France, ahead of all its competitors. The campaigns also went on to win the Grand Prix Stratégies and the Grand Prix Effie in France.

For this new opus, Intermarché takes us into the daily life of an elderly man who recently lost his wife. He chances upon an old recipe box, and decides to make a dish with her secret recipe, a quest that will revive the memories of his one true love, like Proust’s infamous madeleine.

This time, Benjamin Biolay, sets the tone with a cover of Cole Porter's famous American standard "C'est Magnifique”. This moving song isn’t well-known but is the perfect rendition to accompany this emotional story.

In the new spot, we find the signature elements of Intermarché’s ongoing saga, with the same team behind its creation: an epic story that speaks to everyone, created by Romance and directed by Katia Lewkowicz, a 3-minute format and a French song that becomes its own character within the film.

Vincent Bronsard, Strategic and Operational Marketing Manager of Intermarché, said:

“In a market where all our competitors have repositioned themselves, it’s imperative that we stay one step ahead by deploying our fight for "better food" everywhere. The year we turned 50 was the perfect opportunity to showcase a generation that grew up with the brand.”

 

Christophe Lichtenstein, President of Romance, said:

"I am delighted that we are bringing Intermarché into popular culture by building a unique territory. This consistency is a guarantee of long-term success when it comes to the brand’s image and business.”

 

Alexandre Hervé, Creative Director of Romance, added:

"It's a real challenge to renew such emotion in each film, the result of 6 months of work and dozens of tossed scripts before taking the risk that it's this story that needs to be told.”

 

“C’est Magnifique” premiers on TV March 24th and March 27th in cinemas.

Related News

May. 29, 2019

Meet the Others in Volkswagen's latest film by DDB Paris

The film airs on TV and digital media.

Apr. 16, 2019

Audi Launches New S6 and S7 With Global Campaign by Parisian Agency Romance

The ads launch globally this week, on the Audi Channels.

Feb. 05, 2019

Ad of the Day | For the launch of Far Cry® 'New Dawn', DDB Paris does double damage

The plot of the film takes place in a post-apocalyptic world

Latest News

Jun. 10, 2019

Wimbledon Encourages Fans To #Jointhestory With Launch Of New Campaign For The Championships 2019

The campaign begins with a trailer, The Story Continues, which launches today.

Jun. 10, 2019

A Forgotten Little Red Suitcase Realises It's Dreams in Endearing TVC for AIB Loans

ROTHCO work with Director Johnny Kelly to bring the once inanimate object to life for a twist on the power of dreams