| Title | THE BALLET |
| Brand | CLUB MED |
| Product/Service | TOURISM & LEISURE |
| Category |
A09. TRAVEL, TRANSPORT & TOURISM, ENTERTAINMENT & LEISURE |
|
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
Cultural References:
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.
This movie is now part of French culture and remains very popular.
The Club Med never reacted to this parody, and it soon became an unbreakable taboo for the
brand.
Until they finally dare to face it with this TVC building on the parody's famous soundtrack and its
typical choreography. Featuring 'Les Bronzés' 's main actor (Thierry Lhermitte) claiming that
Club Med has changed, from the cheap holiday club pictured in the movie to a more premium
resort.