Last November 2020, CANAL+ launched a campaign where stars of the network, including actor Kad Merad, were looking for their login information to access the channel. The promo turned out to be so successful that the actor now gets constantly asked for his CANAL+ password, whether he’s on TV, in the street, at family dinners, on set …
Riffing on the widespread joke, CANAL+ and Paris-based agency BETC created this promo with a slice of Merad’s fictionalized daily life since the launch of the previous commercial. How far does this running gag go?
Martin Werner directed this new spot–which will appear on TV and in cinema theaters throughout France–via production company Henry. (Werner is repped by RESET Content in the U.S. ad market.)
CANAL+ is a major entertainment platform. Subscribers can view programs from CANAL+, as well as Netflix, Disney+, Eurosport and beIN Sports with their account. The Merad spot will gain additional exposure online (digital and social media).
CreditsClient Canal+ Agency BETC Paris Stephane Xiberras, executive creative director; Eric Astorgue, creative director/art director; Martin Rocaboy, copywriter; Anouk Bossois, assistant art director; Sebastien Houdusse, Martin Lagache, strategic planners; Karim Naceur, Slim Trabelsi, TV producers. Production Company Henry Martin Werner, director. Sound Company Les Kouz
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More