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The Best Work You May Never See: Canal+'s "Dads" From BETC Paris

By

Robert Goldrich
Monday, Apr. 18, 2016

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A classic storyline misdirect is employed to great effect in this spot for Canal+ out of agency BETC Paris.

Directed by Martin Werner of production house HENRY, this promo piece starts out as a tug-at-the-heartstrings story showing devoted fathers present at important moments of their children’s lives, cell phone cameras at the ready to chronicle every achievement.

Just these fathers’ presence alone gives a quiet, strong support to their kids--until it’s revealed that dear old dad is doing something else altogether, taking advantage of Canal+’s to-go service to watch live sports on their mobile devices. Suddenly we realize that Canal+ delivers the best games for the worst fathers.

Credits

Client Canal+ Agency BETC Paris Eric Astorgue, Jean-Christophe Royer, creative directors; Stephane Xiberras, creative supervisor; Severine Flamand, assistant art director; Guillaume Martin, strategic planning; Isabelle Menard, producer. Production HENRY Martin Werner, director; Jean Ozannat, producer. Postproduction Digital District Audio Schmooze

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