Plastic Betrand’s 1977 song, Ça plane pour moi, gets into your brain and make your toes tap and your heads nod. It’s full of the exuberance of youth. Johnnie Walker used it not so long ago to infuse its whisky with a sense of joyful exuberance and appeal to a younger adult audience.

BETC is using it to tell a different story about youthful exuberance. Youthful exuberance is tough on kids’ clothes. And surviving that youthful exuberance is a testament to the quality of kids’ clothes.

Children’s clothing brand, Petit Bateau, is all about  surviving youthful exuberance. Its mission statement, also known as the Petit Bateau spirit, is:

“You are not serious when you are 124 years old!
Petit Bateau creates a playful, joyful universe which speaks to all generations from 0-24 months. But we’re serious about quality. T-shirts do not twist, the press-stud buttons on our baby bodysuits do not move and our famous cotton retains its softness…
Our clothes have been made with 50% cotton and 50% love since 1893.”

The campaign that BETC has underlined with Ça plane pour moi, is in fact 30 torture test for a Petit Bateau hoodie, shown in 76 frames in 60 seconds using five different cameras in sync with the movement of both the hoodie and its torturer – an average exuberant boy.

Credits:

Agency: BETC Paris

Chief Creative Officer: Rémi Babinet
Creative Director: Damien Bellon
Art Directors:  Damien Bellon, Juri Zaech
Digital Art Director: Albert Yvert
Copywriters:  Samuel Moore, Juri Zaech
Production: Control
Director: Luis Cervero