Romance is right to be proud of its work for Intermarché. “Intermarché is doing what no one else in the advertising world has managed to: understanding real people’s life and embedding it into the brand’s DNA. It is no coincidence that the brand’s commercials manage to move people’s heart so gently. Those movies are society’s mirror, reflecting the changes it goes through, such as the urge to stand by health workers in December 2020, Jusqu’à mon dernier souffle, or the one to fight against the rural depopulation in June 2021, Un endroit pour vivre.
…and Intermarché’s remarkable ability to tell stories that touch everyone’s heart is behind all of these films as well as many, many more – beginning with L’Amour, L’Amour in 2017. Romance and Intermarché have a long history together.
The new story is about a newly single father and his first dinner with his son – the one meal you shouldn’t fail. Director, Katia Lewkowicz, makes the decisions that give the story its authenticity, sadness, struggle and irrepressible joy.
Over the last ten years, the number of single-parent households has been increasing, and now represents every fourth family. The percentage of fathers caring alone for their family is rising sharply – between 2017 and 2020, it increased by 15%*. Romance and Intermarché share this reality with a story that is humble, elegant, and cinematographic rather than advertising.
Chaque repas a son histoire (Each meal has its own story) is the first Romance-Intermaché story that is not underlined with a song. “With L’Amour l’Amour, we created a new advertising standard, one to take the time to tell a great story with a classic French song, that becomes itself one of the movie’s characters. When I turn on my TV and hear Aznavour, Gilbert Bécaud, Piaf and others, I think to myself that we must, once again, be one step ahead to keep our singularity. It’s a challenge to renew emotion with each movie. Above all, it’s a chance to have an ambitious and courageous client,” stated Alexandre Hervé, creative director, Romance.
The commercial is running on broadcast TV in France and online in 2.35, 90-second and 60-second versions.
Credits:
Client: Intermarché
Chief Executive Officer: Vincent Bronsard
Strategic& Operational Marketing Managers: Camille Sassi & Anne Sainte-Marie
Marketing & Communication Director: Anne-Marie Gaultier
Brand & Communication Manager: Perrine Vignon
Brand& Communication Director: Anne Guivarc’h
Project Manager: Julie Antoine
Media Manager: Hervé Ribaud
Agency: Romance
Executive Creative Director & Copywriter: Alexandre Hervé
Copywriters: Alexandre Hervé, Philippe Pinel
Art Director: Julien Rézette
Chief Executive Officer: Christophe Lichtenstein
Senior Strategic Planner: Jérôme Lavillat
Strategic Planner: Johanna Tannous
Associate Director: Marie-Laure Dangeon
Commercial Director: Arthur Amis
Account Manager: Meryl Conrad
TV Producer: Emilie Talpaert
TV Assistant: Mahé Parisse
Production Company: Grand Bazar
Director: Katia Lewkowicz
Producer : Juliette Desmarescaux
DOP: Laurent Tangy
Editor: Thierry Hoss
Stylist: Sonia Philouze
Executive Producer: Hugo Mérival
Sound Production: Schmooze
