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.
