法国电视频道Canal+电视广告：决不要低估好故事的力量

Canal+

法国电视频道Canal+2009年10月推出的宣传片，频道想把自己从单纯的播出机构定位为自创内容的发布者。宣传口号为Originally Creative（原创地创意），为了导入这个诉求，频道请法国BETC广告公司创意了这支片子。

片中男主角是Canal+的编剧，被从衣橱里抓出来，说：“我就是这么到这里的。”男主人点头道：“真不简单”，并回头跟床上女伴说：“你说呢，亲爱的。”最后片子点出柜中男子的编剧身份，这就是频道要的，咱们的编剧太能掰了！广告语是：“绝不要低估伟大故事的力量”。本片获得嘎纳2010广告节最佳媒体类广告奖。

With the launch of the new “Original Creativity” campaign, Canal+ highlights its showcase of original programming, consisting of series, documentaries and fictions, created by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. By spotlighting this element of its programming, Canal+ accentuates its difference. More than simply broadcasting programmes, CANAL+ is a publisher that develops its own creative. Canal+ thus confirms its creative fibre, its capacity to create and to think up fictions of cinematographic quality: “CANAL+ Créateur Original”. CANAL+ advertising, created by the advertising agency BETC Euro RSCG, also demonstrates this cinematographic quality. To launch this new campaign, BETC produced a film that enhances CANAL+’s position as leading creator : THE WARDROBE. The film unites quality, humour, originality and a touch of impertinence inherent to the brand’s communications: “Never underestimate the power of a great story”.

Advertiser/Client: CANAL+
Product/Service: TELEVISION CHANNEL
Entrant Company: BETC EURO RSCG Paris, FRANCE
Advertising Agency: BETC EURO RSCG Paris, FRANCE
Executive Creative Director: Stéphane Xiberras
Creative Director: Stéphane Xiberras
Copywriter: Jean-Christophe Royer
Agency Producer: Isabelle Ménard
Advertiser's Supervisor: Béatrice Roux
Account Manager: Alexandre George/François Brogi/Clemence Korber
Account Supervisor: Raphael de Andreis
Production Company: SOIXAN7E QUIN5E Paris, FRANCE
Director: Matthijs van Heijningen
Producer: Soixante Quinze
Art Director: Eric Astorgue
Post Production: Mikros Image

Brief Explanation:
Canal+ launched its new 'Original Creativity' campaign in September 2009. The objective highlight to Canal+’s showcase of original programming, consisting of series, documentaries and fictions, created exclusively by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. To launch this new campaign, we produced THE CLOSET. The film unites quality, humour, originality and a touch of impertinence inherent to the brand's communications: 'Never underestimate the power of a great story'.

The TV Commercial titled Wardrobe (The Closet) was done by BETC Euro Rscg advertising agency Canal+ company (for Canal+) in France. It was released in the October 2009. Business sector is Publications & media.

via chinavisual