It’s happened again. Succession’s series ending episodes reminded viewers how hard it is to finish a captivating series on a good note. It was the same with Ted Lasso and Barry…
The series itself always sets expectations so high that it seems impossible to make all audiences – and media journalists – happy.
BETC and director, Antoine Bardou-Jacquet, know a thing or two about this challenge. BETC is responsible for all, and Bardou-Jacquet is responsible for so many of the searingly surprising, brilliantly witty and famous endings for Canal+ ad stories.
Bardou-Jacquet, most recently added, The Secret of Wakany, to his collection of memorable spots – this one playing into the disappointing ending phenomenon. The cheeky ad made fun of series that got the attention of critics and fans alike for several years but ended with a letdown and became the butt of jokes. Bardou-Jacquet made his epic story impressive and believable and took viewers on an incredible journey before suddenly dropping them off a cliff.
The Secret of Wakany was named recently Ad of The Year, at the Golden Award of Montreux and Antoine Bardou-Jacquet gave The Stable the inside story:
The Stable: Suspense, drama and comedy plus a cinematic production. That’s a huge ask. What were the challenges? What helped you to achieve Secret of Wakany?
Antoine Bardou-Jacquet: The biggest challenge of this production was probably the timing, that was ridiculously short, even for a “normal” commercial. But that was also a good thing. You have to shorten the usual commercial process. You have to take the decisions very quickly, and that’s enjoyable.
The other big challenge was to create a TV series from scratch, using the clichés of the existing big shows the audience will understand immediately. But you have to imagine an original story, the characters, the art direction…etc. The show had to look like something you want to watch. It had to look believable, otherwise the idea wouldn’t work. If the couple were watching a shitty cheap program, they would have passed for a couple of idiots, and that’s not what we wanted. The idea works with the frustration of a bad ending.
TS: BETC, Canal and you have a very long history of making “entertainment-ads”. What are the important elements for you when making them?
AB-J: I tried to make these spots look like real existing blockbuster. I try to confuse the viewers. The more credible is the “movie” part, the better will be the joke. So I approach the making of these films with great care, especially the art direction.
TS: How does your long relationship with BETC and Canal influence or help your directorial work for the brand?
AB-J: They know me, and they trust me. We understand each other, you don’t have to fight all the time for everything and it is priceless.
TS: The Secret of Wakany has been Ad of the Year at Montreux. How important are awards to you? What do they mean to you?
AB-J: I like awards. It is the only way to make people from the industry around the world watch your work, and some of them will maybe send you a nice script one day, so you have the money to build the dream pool in the shape of a camera in your backyard. That’s the way it works. When you get awards, you know you’re still on the list. Sometimes you win for a spot you don’t like, sometimes it’s the opposite. It’s quite mysterious. This one is doing well so far.
Usually, winning an awards means you had some fun and you could be proud of the work you have done, and that’s the most important part.
TS: You have been making commercials for more than twenty years. What are the most important things you have learned along the way.
AB-J: You not gonna save the planet, so, relax. Enjoy. This is a very privileged job, do your best if you want this to continue. But beyond travels, luxury hotels and indecent salaries, what makes me happy twenty years after is still the same thing – you watch the edit, and you think “it works well, god damnit!”
