Baby product ads are so sweet – contented babies, glowing parents. Not Romance’s baby products ad for Intermarché. It’s humorous. And real. Its parent is crying. Because when you only sleep about 3 hours every single night, everything gets a bit emotional. Not in a “my baby is so gorgeous” way. Not in an “I got this” way.

For all those parents who identify with those little moments of mini breakdowns, Intermarché has something to put a little sweetness back into the new bub thing, a 10% discount on all baby products, every day.

The drama, humour and relatable appeal of the idea have been masterfully enhanced by director, Katia Lewkowicz.

Credits

Client: Intermarché
CEO: Vincent Bronsard
Strategic and Operational Marketing Managers: Camille Sassi & Anne Sainte-Marie 
Marketing and Communication Director: Anne-Marie Gaultier
Brand and Communication Manager: Perrine Vignon
Brand and Communication Director: Anne Guivarc’h
Project Manager: Julie Antoine
Media Manager : Hervé Ribaud

Agency: Romance
CEO: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé
Creative Director: Yvan Hiot & Adrien Plouard
Copywriter: Diane Desclaux
Art Director: Juliette Peyre
Senior Strategic Planner: Jérôme Lavillat
Strategic Planner: Johanna Tannous
Associate Directors: Marie-Laure Dangeon & Émilie Franck 
Brand Director: Arthur Amis
Account Manager: Meryl Conrad
TV Producer: Emilie Talpaert
TV Assistant: Mahé Parisse

Production Company: Grand Bazar
Director: Katia Lewkowicz
DOP: Laurent Tangy
Editor: Thierry Hoss
Stylist: Sonia Philouze
Producer: Juliette Desmarescaux 
Executive Producer: Hugo Mérival 
Sound Production: Schmooze