U Shops gushes about its point of difference: “…from father to son, U women and men have a unique way of doing business in their DNA that sets them apart from other supermarket players. Above all, they have a unique bond with their customers. A link that has been there for a long time, a link that is rooted in the geographical location of the brand, anchored in our territories, in our regions, in our villages. But this link is not only geographical. It is at heart…”
But when the Commerçants autrement (a different kind of merchant) entrusted TBWA\Paris to deliver this message, something wonderful happened – 100-seconds of zany comedy filled with absurd hyperbole, riveting suspense and an avalanche of emotion. Hyperbole is the most wonderful advertising tool:
The commercial launched on TV in France in its 60-second version and will be followed by a 30-second cutdown across the holiday season, supported in digital and social. On Twitter, fans will be invited to share their own #BeautifulStories of mutual aid and solidarity to amplify the Christmas spirit.
Credits:
Agency: TBWA\Paris:
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Director: Lucie Valloton
Copywriter : Vincent Cusenier
Agency Team: Anne Vincent, Matthéo Pressmar, Adrien Marsaud & Meryl Conrad
Production Company: Solab
Director: Romain Chassaing
Producer: Edouard Chassaing
DoP: Steve Annis
CEO\Else: Maxime Boiron
Creative Producer: Elisabeth Boitte
Post-Production: Séverine Damolini & Mélanie Bernard
3D: \Else
Sound: \Else
Head of Music and Sound: Olivier Lefebvre
Sound Director: Fanny Mithois
Media Agency: MyMedia
Client: U Brand
Client Team: Sandrine Burgat, Laurène de Demandolx & Céline Guérin-Vaney