| Title | THE BALLET |
| Brand | CLUB MED |
| Product/Service | TOURISM & LEISURE |
| Category |
A07. USE OF MUSIC |
|
Entrant Company
|
SAATCHI & SAATCHI + DUKE Saint-Denis, FRANCE
|
|
Advertising Agency
|
SAATCHI & SAATCHI + DUKE Saint-Denis, FRANCE
|
|
Production Company
|
IRENE Paris, FRANCE
|
Credits
| Frédéric Temin |
SAATCHI/SAATCHI/DUKE |
Chief Creative Officer |
| Nicolas Chauvin |
SAATCHI/SAATCHI/DUKE |
Art Supervisor |
| Nicolas Askevis |
SAATCHI/SAATCHI/DUKE |
Deputy Managing Director |
| Nicolas Orsoni/Durand |
SAATCHI/SAATCHI/DUKE |
Head Of Planning |
| Hélène Henin |
SAATCHI/SAATCHI/DUKE |
Account Executive |
| Martine Joly |
Prodigious |
Tv Prod |
Brief Explanation
Club Med used to be a successful mainstream French resort.
But 20 years ago their image has been killed due to a hilarious comedy feature film: 'Les
Bronzés'.
'Les Bronzés' was a mockery of Club Med and this movie was a major hit.
The most famous scene was a musical sequence: a silly song called 'Darladirladada' with the
'crazy signs' choreography.
Darladidadada became and remains super popular in France, still attached as a mockery of Club
Med's cheap holidays.
Club Med never reacted to this parody and this song was an unbreakable taboo.
Until they finally dare to face it, building on this song to claim the change of Club Med into a
premium resort.
Creative Execution
The music is a very chic classical cover of a very cheap popular French song
DARLADIRLADADA.
The most famous scene of the French blockbuster movie 'les Bronzés' is a musical sequence
made with this silly song (Darladirladada and its typical «crazy signs» choreography).
As Darladidadada became and remain super popular in France (still attached as a mockery of
Club Med's cheap holidays), this song was the true symbol of the misconceptions French had
about the actual Club Med.
So we bought the copyright of the score and we ask SINCLAIR a famous French composer, to
rearrange the song in a real classical theme from which a real Opera Ballet was then created.
The music has been recorded with a complete symphonic orchestra in a studio. We then asked a choregrapher to create a ballet using the genuine 'Crazy Signs' dancing moves and turning it
into a beautiful and graceful piece of dance (performed by Turin's National Opera troupe).
When everything was ready the director shot the TVC on the main scene of Turin's Opera.
Since then, this new version of Darladidadada became a popular phenomenon in France and is
now considered as the new musical symbol of a chic and rejuvenated Club Med.