BETC & Canal+: The series as entertaining as the shows it promotes

BETC has helped Canal+ to amuse and entertain audiences for 15 years. No, not on the French broadcaster’s shows. On its ads. The agency’s humour never gets tired, repetitive or stale. The new campaign is a beauty.

It’s a 3-episode drama taking place behind the scenes of an ad shoot for Canal+. In the first episode, the director tries to explain to French actor, Kad Merad, that the ad is to announce that Canal+ is now available for streaming – just like Netflix.

Watch what happens:

The second episode introduces a surly teen and a dad who doesn’t give a F*** about Netflix:

Then, after shooting the first two campaigns, CANAL+ signed a partnership with Netflix (which was to be announced on October 15). This meant that CANAL+ subscribers would have access to the entire Netflix catalogue on top of the existing CANAL+ TV shows, sport and cinema offers.

Here’s how BETC tells that story, “As a result, BETC had no choice but to shoot a third episode, this time to announce the partnership. Since things are now official, it is OK for Kad to mention Netflix in the final film. However, the director hasn’t briefed him properly before the shoot and he completely loses the plot as he finds himself surrounded by décor and actors from Netflix classics like Stranger Things, Orange Is the New Black and La Casa de Papel, in what he believes to be a pure CANAL+ ad.”

The first two episodes were aired on French TV last month and the third and final episode launched on October 15.

Credits:

Agency: BETC

Executive Creative Director: Stéphane Xiberras
Creative Director: Eric Astorgue
Copywriter: Martin Rocaboy
Assistant Art Director: Anouk Bossois
Strategic Planning: Antoine Pivard

Agency Management: Bertille Toledano, Guillaume Espinet, Marie Lequime, Mathilde Lancon & Ténée Diouf
Tv Producers: David Brakha & Isabelle Menard
Traffic: Elodie Diana