Television advertisements get a seasonal boost over Christmas, many of them going off at a tangent to promote lifestyle changes. In the process, they can lose focus and clarity. This year’s Intermarché two and a half minute spot is a case in point, as you will see when you click the link above and run it. The animation is flawless, the soundtrack is bright and the subtitles are timed to perfection. The storyline should be as clear as day, or at least as good as the component parts. In this case, a family Christmas lunch scene dissolves into an insoluble conflict between a wolf’s longing for friends and the creature’s assumed carniverous background. To be sure, you can’t have friends and eat them (the reference to cakeism is deliberate), but you need something a bit more substantial than the “mother carries child off to bed” ending. If the ending rounded off a strong storyline, one might forgive the lingering doubts that follow the final screen. But with an understated narrative, the story fails to inspire, inform, or instruct. It has no clear statement to offer, nor lessons to learn. Which is a shame, given the high creative standards of the agency.
Urban Food Chains
the links between diet and power
