THE MOST BEAUTIFUL MUM IN THE WORLD

ClientINTERMARCHÉ
Category A06. Retail
TitleTHE MOST BEAUTIFUL MUM IN THE WORLD
Product/ServiceCHABRIOR
Entrant ROMANCE Paris, FRANCE
Idea Creation ROMANCE Paris, FRANCE
Production INSURRECTION Paris, FRANCE
Production 2 THE Paris, FRANCE
Credits
Name Company Position
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.