Antoine Bardou Jacquet of Partizan directed this cinematic spot which promotes a way for customers to bypass checkout and long lines at French retailer Monoprix. Conceived by agency Rosapark, the film shows how long humanity has been lining up and trying to do anything to avoid a lengthy wait time.

Titled “Humanity’s First Queue,” the spot takes us back thousands of years, to the dawn of civilization: the prehistoric era. Here, in the first long line ever formed by mankind, the first line-cutter is born. A Sapien’s more cunning, more creative than all the other Sapiens, ready to try thousands of clever tactics to nudge ahead of his fellow Sapiens–even if it means taking them out.

Thankfully, today, we’ve evolved. We can still cut in line, but with Monoprix’s new fast pass, pay directly with a smartphone application, no one’s life is at risk. Waiting in line is literally ancient history.

Credits

Client Monoprix Agency Rosapark Gilles Fichteberg, Jean-François Sacco, creative directors; Cerise Leclerc, art director; Louise Mussot, copywriter; Thomas Laurent, producer; Sacha Lacroix, managing director, strategic planning director; Sarah Herbain, strategic planner. Production Partizan Antoine Bardou Jacquet, director; Khalid Tahhar, producer; Isabelle Labeylie, production director; Olivier Coulhon, 1st assistant director; Marc Gomez Del Moral, DP; Alexandre Vivet, chief decorator; Elise Bouquet, stylist; Annabelle Petit, makeup. Production Services/Executive Production Production Family (Kiev) Postproduction Mikros Sebastien Gros, Jonathan Trebois, post producers; Sophie Reine, editor. Sound Schmooze Matthieu Sibony, Gregoire Galian, sound producers; Sylvain Rety, sound engineer.

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