14 Comments

It's lovely. But leaves me a little confused as to what I'm meant to take from it. I just don't get a definate answer at the end. Is this just me? Perhaps my morning thinking has got in the way.

A good story can get you out of a tight corner? Why? Is that a benefit for me? If it's promoting their scriptwriting, the pay-off isn't for the brand here?
Graham.Creative.
2009-10-06 11:47:06

The brand is the channel, is it not? And so I take the ad to be touting the superior creativity of the programming Canal+ offers its viewers.

It's funny, this ad. I am a simple creature and like funny so two thumbs up.
Katy McDevitt
2009-10-06 13:48:59

Almost great, except for two problems:

1) The cheating man's clothes strip off in his story without explanation.

2) (Bigger problem) A screenwriter writes for a show, not for a channel. Screenwriters aren't normally employed by stations, and I doubt CANAL+ is the exception to the rule. So the caption, "screenwriter for CANAL+" is implausible.

It's as if the agency loved the idea so much, they conveniently overlooked these flaws. And, sadly, for these flaws, the spot falls short of greatness.

Pity.
Reality Check
2009-10-06 15:19:07

Dear CR: wouldnt be better to choose another image to illustrate?
This one is a huge spoiler.
Eduard Xandri
2009-10-06 23:29:36

his clothes stripping of is not the biggest of plot holes. Biggest plot hole goes to the way the wardrobe is full of hanging clothes, meaning it has been opened and used with out a semi nude man inside.
somehow i don't think the advert was supposed to be put through this much criticism, is just a sketch.
Vic
2009-10-07 00:28:45

The association's made. Canal = great stories. Job done. Nobody's thinking it through any more than that. 'Cept us industry knobs.
Jobbies donee.
2009-10-07 07:35:16

I like it. I like not seeing every inconsistency and enjoying the idea.
Adam Smith
2009-10-07 09:33:58

of course there are many plot holes.

it's so obvious that the dude - lucas is cheating with the man's wife and then he hide in the closet. when the man found him out, he just gave the man a great story - as per portrayed in the advertisement.

lucas may not be a real screenwriter. but the point of this advert is [as it is POINTED out] - never underestimate the power of a great story.

why "screenwriter" - because ppl who are in this job are usually able to come up with a story upon asked.
what "lucas have been through" - merely a story from lucas, suggesting that the man asked him 'what/why/how are/do you doing/get in my closet?

the funny point: the story he told to the man to get away with the fact that they are actually having an affair.

C'est une bonne publicité qui fait son point. Mais dommage que les gens sont trop analytique à ce sujet et les gens stupides ne peut pas l'obtenir. Oh, attends, non, il fait juste des gens stupides sur l'analyse d'une simple annonce.
simple people
2009-10-07 12:13:16

If you explain it, you kill it. First rule of Joke Club.
Katy McDevitt
2009-10-07 16:06:36

The juxtaposition in this advert is amusing, but if you consider the money and time the advert must have consumed, amusing must be a disappointing outcome. It feels as if the advert is trying too hard to be creative and too hard to make people laugh. Amusing adverts can sell a lot of products and can create a good feeling towards a company but why go to all that effort for such mediocre results?

Creative adverts are normally born from simple concepts that are executed with flair, an originality of presentation and a strong visual presence. I can see how the advertisers have tried to create momentum and excitement but the concept and script is so over complicated that the message of the advert is drowned out by the inconsistencies in the plot. Yes it is okay to enjoy without dissecting, but are we not supposed to be talking about creativity?

The message in this advert was supposed to show the great writing abilities of the channel yet they can't copywright a smooth and articulate series of events. Isn't that a terrible contradiction? Or is it some ironic obscure PR stunt that we've all over looked 'We know we're rubbish at writing T.V programmes so here's some inconsistent copywriting to prove it'

Maybe I'm being unnecessarily harsh because the high energy visuals are not bad in themselves, but isn't the most defining aspect of creative advertising compared to non creative advertising that their message gets a across coherently in an original way. Wouldn't you say there are enough people on this blog claiming it isn't coherent to claim that it isn't an example of creative advertising. The visuals are great but there is, in my opinion, no substance. Like a very pretty girl who's dead behind the eyes.
Ali
2009-10-07 21:23:41

After reading the comments from readers who overlook (and forgive) the flaws in this spot, I still think for an ad about a great story, it's ironic that the story told here is flawed, i.e., not great, just good, at best.

God is in the details, fellas. Just my two pence. Thanks.
Reality Check
2009-10-07 22:21:41

Only in France (or possibly Italy) can you advertise a tv channel with the positive promotion of adultery!
I personally thought the pay-off was a bit disappointing, but the idea is nice
Josh
2009-10-08 12:36:55

Oh My God. It's just meant to be funny people... would you put this much effort into picking apart a Monty Python sketch?
Duuuur
2009-10-09 15:41:54

Is this forum for people to talk about the creative nature of certain works or is it for unintelligent individuals to gasp in awe at the pretty colours and lulling sounds of an inarticulate advert? How you can compare the barely amusing aspects of this advert to a Monty Python sketch is beyond me. The concept of a blog is to DISCUSS and to DEBATE, if you think this advert is perfectly adquate then that's your business and you have every right to share that, but being patronising towards people who want to explore this advert beyond your simple observation that it is 'funny' is ridiculous. Why waste your time blogging at all?
Ali
2009-10-11 22:02:41

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