Title | C'EST MAGNIFIQUE |
Brand | INTERMARCHÉ |
Product/Service | INTERMARCHÉ |
Category |
B04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
ROMANCE Paris, FRANCE
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
Production
|
GRAND BAZAR PARIS, FRANCE
|
Production 2
|
THE Paris, FRANCE
|
Credits
Christophe Lichtenstein |
Romance |
CEO |
Alexandre Hervé |
Romance |
Executive Creative Director |
Julien Rézette |
Romance |
Art Director |
Marie-Laure Dangeon |
Romance |
Associate Director |
Thibault Loué |
Romance |
Account Manager |
Émilie Talpaert |
Romance |
Agency Producer |
Valérie Raguenel |
Romance |
Post Producer |
Katia Lewkowicz |
Grand Bazar |
Director |
Laurent Tangy |
Grand Bazar |
DOP Lighting Cameraman |
Thierry Hoss |
Grand Bazar |
Editor |
Sonia Philouze |
Grand Bazar |
Stylist |
Clement Price-Thomas |
Grand Bazar |
Production Designer |
Juliette Desmarescaux |
Grand Bazar |
Producer |
Hugo Mérival |
Grand Bazar |
Executive Producer |
Léa Villain-Barachet |
Grand Bazar |
Production Coordinator |
Xavier Benoist |
THE |
Sound Producer |
Vincent Bronsard |
Intermarché |
trategic and Operational Marketing Manager |
Camille Sassi |
Intermarché |
Brand and Communication Manager |
Vincent Fièvre |
Intermarché |
Brand and Communication Director |
Augustin De Vulpian |
Intermarché |
Advertising Manager |
Lucie Ducos |
Intermarché |
Project Manager |
Write a short summary of what happens in the film
We are into the daily life of an old man who has lost his wife. By accident falling into his wife's old recipe book, he decides to look for the taste of a dish that only she had the secret to. A quest for taste that will revive, like a Proust madeleine, the memory of the one he loved so much. This time it's Benjamin Biolay, with a cover of Cole Porter's famous American standard "c'est magnifique", that accompanies the emotion of this new chapter from The Better Eating saga of Intermarche.
This man is in search of the memory of a taste in order to find a second of eternity with the one who loves him. It's not a dish he's making, it's a journey.
Cultural / Context information for the jury
After having moved audiences everywhere with the 3-minute ad « L’amour l’amour » in 2017, Intermarché successfully re-awakened cherished childhood memories for the Christmas season with “J’ai tant rêvé” a year later, naturally creating high expectations for the next ads.
This unique advertising saga, which reflects the brand’s repositioning to focus on eating better, established Intermarché as a leader in growth in France ahead of all its competitors.
So, we needed to surprise people for the third time using the same ingredients : telling a big story that speaks to everyone, to the prism of the insight “we all have a reason to eat better” and the brand's mission : help people to eat a bit better everyday, Keep capitalizing on “love”, this time focus on something no one in the world could avoid ; the path of recovery after losing someone we deeply love.