…Because it’s the best way to get Gen Y’s attention.
OUI FM is a French rock radio station with a Jack White, Metallica, Foo Fighters kind of playlist and a young rockers audience.
The ad, a montage of rock & roll moments shot in black & white, has every third word bleeped out and an abundance of pixelated image parts. Gradually, a wall of censorship notices builds to cover the screen.
Yes, the ad makes the most of its opportunity to mock all the restrictions that control television messages. I don’t know if radio is a great deal freer of censorship, but never mind the truth when you’re revving up Gen Y. The idea is to get rock-rebels back to radio. The ad may well do that.
Creative credits:
Agency: CLM BBDO, Boulogne Billancourt
Creative directors: Benjamin Marchal, Olivier Lefebvre & matthieu elkaim
Art director / copywriter: Philippe Boucheron
Copywriter: Patrice Lucet
Agency producer: Jacques Fouche
TV producer: Thomas Laurent
Production company: Henry de Czar, Paris
Director: Pierre Edlemann
Post production/motion designer: MIKROS
Audio production: Capitaine Plouf
