Creativity

These 'Doting' Dads Are Not What They Seem

Canal+ Is Back With More Irreverent Humor to Promote 'To Go' Service

By Alexandra Jardine. Published on Apr 18, 2016

Editor's Pick

French broadcaster Canal+ taps into a theme popular in advertising at the moment -- devoted Dads -- in its latest ad, but it's the brand's trademark irreverent humor that delivers the real impact.

The spot, by BETC Paris, shows a succession of fathers appearing to film their kids at key life moments -- a concert performance, learning to ride a bike, a birthday party, a daughter's wedding -- as the voiceover earnestly declares that "to be a father...is to be there always."

So, you're thinking it's an ad for a mobile camera or tablet brand perhaps, but there's an unexpected reason they're so avidly concentrating on their screens -- keep watching to find out what it is. It's unbranded until the very end, which helps deliver the twist.

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About

Credits

Date
Apr 18, 2016
Agency:
BETC
Client:
Canal+
Client Management:
Guillaume Boutin
Client Management:
Audrey Brugère
Client Management:
Elise Lacroix
Client Management:
Estelle Delage
Client Management:
Coline Andrè
Agency Management:
Bertille Toledano
Agency Management:
Guillaume Espinet
Agency Management:
Elsa Magadoux
Agency Management:
Marie Lequime
Creative Director:
Eric Astorgue
Creative Director:
Jean-Christophe Royer
Creative Supervisor:
Stèphane Xiberras
AD Assistant:
Severine Flamand
Strategic Planning:
Guillaume Martin
Traffic:
Elodie Barreau
TV Producer:
Isabelle Menard
Production Company:
Henry
Production Co Producer:
Jean Ozannat
Sound Production:
Schmooze
Director:
Martin Werner

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