Ad of the Day: Satirical French spot urges people to ‘eat chic, not tragique’
Fold7’s debut work for brioche brand St Pierre combines the assuredness and confidence of the French with a healthy dose of humor, landing it our top spot today.
Making its TV debut, French baked good brand St Pierre is leaning into its heritage with a satirical spot that plays into national tropes.
The 30-second spot deliberately does not offer a straight take on Frenchness but delivers Parisian flair with a self-aware wink, offering a fun short with humor and playfulness.
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In addition to the TV ad, there is an accompanying print and digital campaign that focuses on three tearful French characters.
Each one passionately implores viewers to “eat chic, not tragique” and exclaims, “For France’s sake.” They humorously urge people to avoid “plastic cheese” and emphasize that “it’s brioche, not bread.”
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Credits
Creative agency: Fold7
Executive creative director: Dave Billing
Creative directors: Dom Moira, Kieron Roe
Agency producer: Michelle Hickey
Senior account director: Lucy Arnold
Account manager: Elly Batty
Chief strategy officer: Yelena Gaufman
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Designer: Naomi Aylott Harvey
Head of creative services: Maggie Roberts
Director: Tim McNaughton
Director of photography: Jan Velicky
Production co: Arts & Sciences
Exec producer: James Bland
Producer: Ewen Brown
Service company: Comfort Films Prague
Service co-producer: Andrea Chadiimova
Editor: Leo King @ Stitch
Colorist: Rich Fearon @ Black Kite
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Post producer: Phil Whalley
VFX lead: George Brunt
VFX supervisor: Tito Fernandez
Post house: Black Kite
Sound: Sam Aswell & Mark Hellaby @ 750mph
Music supervision: Sam MacNamara @ Wake the Town
Music publisher: West One Music Limited
Media agency: PHD
Client: St Pierre
Global vice-president of marketing: Megan Harrison
Head of communications and media: Paul Gilbert
Head of UK brands: Lauren Meadows
Senior brand manager: Georgia Dales-Smith