THE MOST BEAUTIFUL MUM IN THE WORLD
Title | THE MOST BEAUTIFUL MUM IN THE WORLD |
Brand | INTERMARCHÉ |
Product/Service | CHABRIOR |
Category |
A06. Retail |
Entrant
|
ROMANCE Paris, FRANCE
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
Production
|
INSURRECTION Paris, FRANCE
|
Production 2
|
THE Paris, FRANCE
|
Credits
Alexandre Hervé |
Romance |
Executive Creative Director |
Christophe Lichtenstein |
Romance |
President |
Romain Roux |
Romance |
Head of Planning |
Damien Veillet |
Romance |
Copywriter |
Julien Rezette |
Romance |
Art Director |
Marie-Laure Dangeon |
Romance |
Associate Director |
Damien Carlhian |
Romance |
Account Director |
Corinne Persch |
Romance |
Agency Producer |
Johanna Lubin |
Romance |
Agency Producer |
Caroline Puechoultres |
Intermarché |
Marketing Director |
Vincent Bronsard |
Intermarché |
Marketing manager |
Vincent Fièvre |
Intermarché |
Communications Director |
Véronique Legueult |
Intermarché |
Communication Officer |
Lucie Ducos |
Intermarché |
Product Manager |
Camille Sassi |
Intermarché |
Communication Officer |
Rudi Rosenberg |
Insurrection |
Director |
Erinn Lothe-Guillon |
Insurrection |
Producer |
Write a short summary of what happens in the film
At first, you might think that the cute little boy in this ad is a big, fat liar. Before heading off to school, he pulls out a bag of French supermarket Intermarche's Chabrior cookies and tucks a few of the treats into a napkin. On the bus ride to school, he passes out the biscuits to his mates, claiming, "My mom made these." The tiny con man continues to play the same game on house guests and then when he tries to charm the neighborhood hottie. "My mother made these," he goes again.
Finally, when his mom arrives from work at the end of the day, we discover the boy wasn't lying at all. As she takes off her coat and gives him a huge hug, we get a peek of the Chabrior logo on her vest. "Our cookies are this good because we make them ourselves," the copyline reads.
Cultural/Context information for the jury
This ad is part of the grocery chain's effort to help people eat a little better everyday.
After having moved audiences everywhere with « L’amour l’amour » and “J’ai tant rêvé”, “Maman la plus belle du monde” (The Most Beautiful Mum in the World) continues Intermarché’s run of emotional storytelling, this time to promote its in-house brands. Indeed, the grocery chain, is the only French distributor to produce over 2,000 products in its own factories.