Agency BETC Paris conceived of this film promoting the great original television series on French cable network CANAL+ by taking audiences inside a screenwriter’s mind as he searches for compelling, entertaining ideas.
Titled “The Idea” with the campaign signature “CANAL+ Creates,” this promo spot was directed by Ivan Grbovic via production house Wanda.
BETC Paris CCO and president Stephane Xiberras, who’s been in charge of the CANAL+ account for 15 years, said, “People who watch our ads for Canal+ often ask me–’talking bears, unicorn balls, 80-year old Spitfire pilots…Where do you get it all from?’ The answer is ‘from inside our heads’ and that’s the whole theme of this film, to show the process of how an idea is born, the mysterious ways in which our minds associate one bizarre element to another. I was really excited about the visual challenge of the script, how to show the inside of a brain, while avoiding the usual clichés. I have actually learnt that it takes a lot of imagination in order to illustrate the imagination!”
