A Guide to French Immortal Creativity
As the entry deadline for the 2024 Immortal Awards looms (it’s just a few days away now, September 5th!), LBB is showcasing some of the work that sets the bar for our juries and leaders in the industry.
Last year the Immortal Awards hosted its first local jury for France, resulting in the country receiving eight finalists, converting into one Immortal award and one commendation. This year, the jury is looking for even more immortal creativity. So to set the bar, we asked jury members and industry experts to share French work that has, to them, already achieved immortality.
The selection below is varied, featuring some iconic picks that many will know from award shows as well as some campaigns that are beloved in France but have never achieved international acclaim. French creativity, of course, goes far beyond this limited list. So let us know if your favourite’s not here.
The Immortal Awards entry system is now open and you can get your entry in here until September 5th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
CANAL+ - Papa
Last year saw the first Immortal Award for France since the show was established in 2018. It was for a piece of work that really sets the tone for the following list. CANAL+, the French premium TV channel, is well known for its creative advertising thanks to its agency BETC. This will not be the last appearance for either on this list. Neither will it be the last appearance of black comedy – a genre that the French creative community has a particular knack for.
Air France - Le Passage
For Damien Guiol, chief creative officer at Change, an FCB Alliance, and 2024 Immoral Awards juror for France, the ‘90s were marked by a host of “mythical ads that are still present in today's pop culture and continue to resonate with generations,” such as – such as ‘T'as craché dans mon Yop’, ‘Maurice the Goldfish’, ‘Orangina Rouge’ or ‘Kiss Cool’. But by the turn of the millennium, Michel Gondry was already established as one of the great commercial directors and French advertising was taking on an altogether more lofty tone. “One advertisement that I find particularly striking is the Air France ad directed by Michel Gondry, titled ‘Le Passage’,” says Damien. “It stands out for its innovative and poetic aesthetics. Michel, known for his unique visual style and creative ideas, brought a cinematic touch that transcended the advertising standards of the time.
“The modernity of this advertisement lies in its artistic and narrative approach, which influenced subsequent advertising productions. The visual and musical coupling of this ad, which remains etched in memory, perfectly illustrates how a well-executed central idea can make an advertisement immortal. I love this ad for the modernity it brings. I believe it laid the foundation for future advertisements by introducing new imagery and a new style of filmmaking. Since it was directed by Michel Gondry, whom I'm a fan of, I can't help but love this masterpiece.”
Intermarché - Inglorious Fruits and Vegetables
Launching a few years before the Immortal Awards were established, there’s no doubt that ‘Inglorious Fruits and Vegetables’ for the supermarket Intermarché will live on in the collective memory of the creative industries – and the French public. As BETC Paris creative Morgane Alexandre put it, “It is one of those pioneering campaigns that kick-started the trend of product activations. A trend still going strong, that can be incredibly rewarding when done right, (sometimes with minimal investment). I love the simplicity of the idea, which led to beautifully bizarre prints.”
Peugeot - The Sculptor
Antoine Defaye, chief creative officer at joga, knows that the French public will always remember the spirit that Peugeot captured in its 2002 film ‘The Sculptor’. “It's an ad produced by an Italian agency that was shown a lot on French television when I was a kid,” he remembers. “It's funny, it's well written, and it says that the Peugeot 206 makes you dream. Much more so than with rolling shots in a movie with no concept. I don't know if we could release a film like that today. People might see it as racist, a rich Western viewpoint on a ‘poor’ Eastern world. Years later, I still think it's a great film.”
CANAL+ - The Bear
We told you that CANAL+ and BETC would reappear on this list. The brand-agency relationship has been one of the most creatively fruitful in advertising history and 2011’s ‘The Bear’ consistently comes out as the one campaign that most encapsulates that. Damien from Change still admires it as much as he did 13 years ago. “This ad stands out for its humour and originality,” he says. “The bear, a symbol of creativity and passion, embodies the spirit of CANAL+ and its commitment to quality and innovation. This advertisement was widely acclaimed for its bold concept and brilliant execution, and it continues to be a reference in the advertising world. At its release, it left a mark with its modernity and innovation, and it remains a reference after so many years.”
It also left its mark on Antoine from joga. “When I first saw this film, I was an advertising student. I said to myself I'd never have had this idea. More than 20 years later, it's still true. Everyone who's seen this ad has been fooled, even though the revelation is right under our noses from the very first seconds of the film. We're just not used to seeing a bearskin standing up.”
Orange - Open / Words
Another brand that remains iconic for its advertising in France is telco Orange (pronounced to rhyme with blancmange). And the filmmaking chops of the nation are really on full display in this pair of spots from 2006 and 2009. “These two films are three years apart, not made by the same agency, but the poetry is the same,” says Antoine. “Both ideas are simple, but beautifully executed. We take the time to tell a story, using an analogy. The product is never shown, we trust the viewer's intelligence. I'm nostalgic for this ad, because today, many customers want to see their logo in the first few seconds of the film, asking how the one-minute film they love can be turned into a six-second format.”
Lacoste - The Big Leap
Morgane only joined BETC Paris as a creative this year, so we can excuse the self-nomination for the agency’s work from 2017 for a Lacoste perfume. At the time she was admiring it from afar. “Advertising a perfume is no easy task,” she says. “Most of the time, they are pretty bland or wallpapery. However, Lacoste struck the right balance between an actual idea, flawless execution, and music that was very innovative for its time. It's one of the ads that inspired me to pursue this career (and makes me wish to create a standout fragrance ad one day!).”
Evian - Rollerbabies
So many of the most well-known French brands have an unforgettable history in advertising. And Evian’s long-running ‘Live Young’ platform, paired with the seared-into-your-retinas images of CGI babies dancing on roller skates is hard to erase from your memory. The 2009 spot, created by BETC Euro RSCG and directed by Michael Gracey (who would go on to direct ‘The Greatest Showman’) gave the world a viral phenomenon at a time when every commercial was chasing that ‘virality’. Its views on YouTube made it the most-viewed ad on the web ever at the time, a Guinness World Record. And rightfully so, considering the cutting-edge CGI and motion-capture techniques that MPC put to use to bring it to life.
Eurostar - Leg Agency’s Campaigns
For joga CCO Antoine, these Eurostar ads by now defunct agency Leg will always live on as work he will always extoll the virtues of. “For years, Leg was one of France's most creative agencies, but never achieved international recognition, because its founder and ECD (Gabriel Gaultier) rejected the mercantile logic of festivals. As a result, many of its campaigns are unfortunately only available in French.
“A fan of English culture and rock, GG came up with funny, impertinent Eurostar campaigns (and yes, Oui FM, a French rock radio station) that made thousands of French people smile, and inspired many creative people to work for Leg.”
As a 2024 Immortal Awards jury member for France, Damien has shared his thoughts on why certain creativity lives forever: “These advertising creations managed to mark their time and endure in collective memory. The immortality of an advertisement relies on several factors: a strong and universal idea, creative and memorable execution, and the ability to emotionally connect with the audience. The Air France and CANAL+ advertisements perfectly illustrate these principles. They go beyond mere product or service promotion; they tell stories, create universes, and leave a lasting imprint on popular culture.
“In conclusion, these advertisements show that the art of advertising lies in the ability to capture the imagination and evoke emotions, creating timeless works that continue to inspire and resonate with viewers long after their broadcast. I just rewatched these ads, and they are works that do not age. Why? Because the idea is at the centre, and with a strong idea, an advertisement is immortal.”
But to finish with a touch of humour, Damien insisted on including one more ad which is immortal to him…
Volkswagen - Start
This commercial dates all the way back to the 1950s, when Louis de Funès, a renowned French comedian and actor, starred in a series of ads for the German car brand. Damien reflects on its enduring brilliance. “When advertising didn’t need words to make you smile and sell. The art of de Funès in the service of a brand and a legendary car. An ad comparatively not well-known despite its humour, although for me, the best ad for the Beetle will always be ‘Le chasse-neige’.”
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here. If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan and Emma Wilkie.
Thanks to our wonderful Immortal Awards partners
JSM Music
Boomtown Productions | Our Lego Agency | Park Pictures
The Lift | Whitehouse Post
86Tales | Banjoman | Brill Building | Chelsea Pictures | Company 3
Framestore | Screen Scene | Zulu Alpha Kilo
ARC Edit | Fin Design & Effects | Gramercy Park Studios
Kruger | Ridley Scott Associates | UNIT
