Ad of the Day | Canal+ Uses Fictional Fantasy Series "The Secret of Wakany" to Poke Fun at Disappointing Endings

Jan. 10, 2023

According to studies, people in France spend an average of 3 hours and 46 minutes watching TV programs every days. For series, the website tiii.me allows you to measure how much time you have spent watching series in your life. But beware, the combined result can quickly be counted in months! Yes, binge-watching has become a real social phenomenon. And it's this passion for series that CANAL+ chose to address in its new brand campaign, with a surprising angle: the disappointing endings of series. We have all passionately been following a series whose end has disappointed us, leaving a bitter taste in the years we have devoted to it.

This is what the new campaign by CANAL+ and its historic agency BETC Paris illustrates. The campaign features a young couple falling in love with a fantasy series: The Secret of Wakany. Season after season, the couple's passion grows until it becomes almost obsessive. They sacrifice their nights, get the series' logo tattooed on their arms, and turn their flat into a museum of its glory. They talk Wakany, sleep Wakany, breathe Wakany... in short, they are addicted.

Everything is going well, until the evening of the last episode. The whole world meets to finally discover the famous "secret" of Princess Wakany. A secret that will not be, but not at all, what they were expecting.

A disappointment that CANAL+ is amused by. The creator of original series and aggregator of the best platforms ends its advertising film with a friendly warning: "Don't trust your imagination to just anybody".

This exceptional campaign, directed by Antoine Bardou Jacquet (Partizan - he had already directed several campaigns for CANAL+), opens a new chapter for CANAL+. The campaign will be available in 2'39", 90’",45’",30’", TV, CINEMA and DIGITAL formats.