French ads: a world of wit, style, and artful persuasion

French ads are often characterized by their seductive, humorous, and creative nature, drawing viewers in with charm and wit. They prioritize style, sensuality, and poetic expression over factual information, distinguishing them from their American counterparts.

The specialty of French advertising lies in its ability to captivate audiences through subtlety, sophistication, and an artful approach to persuasion, making it a unique and intriguing facet of the global advertising industry.

French advertising differs significantly from US advertising. It’s often said that US ads aim to inform and persuade, while French ads seek to seduce. While I’m not entirely sure how accurate this distinction is, based on my limited exposure to French ads, I’ve found them to be vibrant, humorous, appealing, and incredibly creative. Are clients in France more open to experimenting with new ideas?

French commercials speak to French culture no less than French literature or music does.

New York Times writes, French commercials are said to appeal to the heart, not the wallet, and are known for being poetic, sensual, and stylish.

Long on sensuality, style and poetry, they are notably lean on facts and nearly allergic to the rough-and-tumble of commerce. It’s forbidden here to denigrate your competitors in a television advertisement or to instruct viewers to call a certain number now to buy a product (save for exceptional cases). Hard-sell tactics, standard in America, just don’t wash in France.

Let’s check out 12 new ads from France. They might not be the most famous ones you’ve seen, and you might think they’re just ordinary ads. But we like a dust laden uncared street flower, we will still find a distinct flavor of Frenchness in them.

1. Amnesty International

Amnesty International fights for human rights, exposing the truth despite financial barriers. — The ad evokes a sense of determination and integrity, highlighting Amnesty International’s dedication to truth. Amnesty International stands strong against the forces that try to obscure human rights violations.

Ad slogan: We will never let money hide reality from us
Advertising Agency: TBWA, Paris, France
Production: Henry de Czar
Director: Joe Vanhoutteghem
Executive Creative Directors: Eric Holden, Rémi Noël

2. Opel

Opel-car-advert3 — Opel car ad in French with a German slogan “Wir Leben Autos” used playfully, highlighting Opel’s German heritage and engineering while acknowledging the French language. The campaign could be bridging the gap between Opel’s German identity and the French market.

French ad slogan: Wir Leben Autos (We live cars)
Advertising Agency: Y&R, Paris, France
Creative Director: Jorge Carreno, Robin De Lestrade
Art Director / Copywriter: Eric Esculier
Account Directors: Clement Chovin, Christophe De Jandin
Illustrator: Patrick Gernignon
Account Manager: Muriel Mallet

3. Connect 4

Connect 4 game ad featuring everyday moments like walking, love, and success. — Connect 4 is a game for everyone, regardless of age or background.

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Art Director: Jessica Gerard-huet
Copywriter: Jean-françois Bouchet

4. letudiant.fr

Beyond the Glamour: Choose a Career You Love (French: Au-delà du glamour : Choisissez un métier que vous aimez) — Childish dream about being French president questioned by “Are you sure of the job you are going to choose?” This ad is likely aimed at middle school or high school students who are starting to think about their future careers. It encourages them to look beyond superficial factors and choose a path that aligns with their interests and aspirations.

Ad Copy: When I grow up I’d like be the French president so my wife will be a model.
Are you sure of the job you are going to choose?
letudiant.fr
Youth’s got future

Creative Director: Eric Hélias
Art Director: Gregory Jeanjacquot
Copywriter: Eric Hélias
Illustrator: Monsieur O.

5. Tik Tok

I liked how the communication maintained a touch of sophistication which often resonates with French audiences. There is a balance of playful surprise and elements with a sense of elegance. This ad is part of TikTok’s national campaign promoting the platform as a hub for creativity and diverse communities.

6. Nissan

A photo illustration of a Nissan Navara bike loaded with gear for an outdoor adventure — The tagline directly speaks to the emotional benefit of owning a Navara – increased enjoyment of your free time.

Nissan Navara
Advertisement tagline: More capacity for fun
Advertising Agency: TBWAG1, France
Creative Directors: Eric Holden, Rémi Noël, Alasdhair Macgregor Hastie
Art Director: Sébastien Guinet
Copywriter: Josselin Pacreau
Illustrators: Surachai Puthikulangkura, Supachai U-Rairat / Illusion
Producers: La Manufacture, Somsak Pairew, Anotai Panmongkol / Illusion

7. Vapona

Mid shot photos of mosquitos living danagerously in Vapona ad — This Vapona ad effectively utilizes a relatable frustration to capture attention.

Tagline: If you hate mosquitoes.
Advertising Agency: Herezie, Paris, France
Creative Director: Andrea Stillacci
Copywriter: Céline Lescure
Art Director: Julian Brice
Planner: Luc Wise
Photographer: Getty Images
Retoucher: La Manufacture
Print Producer: Capucine Lhermitte

8. McDonald

McDonald's France focuses on driving users to find nearby restaurants through digital channels. — This 2012 GoMcDo ad is simple, creative, and relies on a relatable sentiment to achieve its call to action, rather than using seduction or humor.

French ad slogan/tagline: Find a list of restaurants at gomcdo.fr and on the McDonalds iPhone app
Advertising Agency: TBWAPARIS, Boulogne Billancourt, France
Executive Creative Directors: Eric Holden, Rémi Noël
Creative Director: Jean-François Goize
Art Director: Marianne Fonferrier
Copywriter: Glen Troadec
Photographer: Marie-Pierre Morel
Art Buyer: Dorothée Dupont

9. UGC Movies

Woman's face contorting into various emotions like joy, fear, surprise, etc. in this humorous UGC ad series — The ad emphasizes “More movies, more emotions” through a burst of comedic exploration.

Advertising Agency: TBWA, Paris, France
Director: Emma Luchini
Executive Creative Directors: Philippe Simonet, Eric Holden, Remi Noel
Art Director: Philippe Taroux
Copywriter: Benoit Leroux
Producer: Maxime Boiron
DoP: Laurent Tanguy
Sound Design: Benoit Dunaigre
Agency Producer: EMMA
Agency Producer: Virginie Chalard
Editing Company: Reepost
Post production: Coralie Duarte / Reepost
Editor: Benjamin Favreul

10. Mountain Riders

Two mountain bikers in a dramatic scene on a rocky trail life saving techniques like cardiac massage and mouth-to-mouth CPR — Bold and memorable, this public awareness campaign, while utilizing dark humor, invites mountain riders to save the mountain by participating in clean-up days.

Ad Copy & Slogan: Save the Mountain
Participate in our clean the slopes days
Mountain Riders
Advertising Agency: Marcel, Paris, France
Creative Directors: Emmanuel Lalleve, Florent Imbert
Art Director: Julien Simons
Copywriter: Xavier Le Boullenger
CEO: Pascal Nessim
Account Supervisor: Céline Colin
Photographer: Sacha Goldberger
Art Buyer Supervisor: Jean-luc Chirio
Art Buyer: Anne Traonouil

11. Vigineo

A photo of crossed fingers with misfortunate cartoon faces on the fingertips (e.g., a broken window, a masked figure). Text: "Vigineo: Don't leave security to chance." — The tagline ‘You can’t always trust luck’ resonates with a universal fear of misfortune.

Ad punchline: Because you can’t always trust luck
Advertising Agency: Ogilvy & Mather Paris, France
Executive Creative Director: Chris Garbutt
Art Directors / Copywriters: Florian Bodet, Nicolas Lautier, Baptiste Clinet
Photographer: Patrick Messina
Illustrator / Typographer: Mr. Messy

12. Ford

This ad, created by Ogilvy & Mather Paris for Ford, promotes the Lane Departure Warning System by focusing on the potential for human error. — This ad uses a relatable scenario of tapping into the fear of making a mistake while driving, effectively highlighting the functionality of the Lane Departure Warning System through a dramatic visual.

Ad copy: For those moments you go a little bit off track. Lane departure warning system.
Advertising Agency: Ogilvy & Mather, Paris, France
Executive Creative Director: Chris Garbutt
Creative Director: Thierry Chiumino
Copywriters / Art Directors: Florian Bodet, Baptiste Clinet, Nicolas Lautier
Photographer: Laziz Hamani, Patrick Messina

French ads: a world of wit, style, and artful persuasion

1. Amnesty International

2. Opel

3. Connect 4

4. letudiant.fr

5. Tik Tok

6. Nissan

7. Vapona

8. McDonald

9. UGC Movies

10. Mountain Riders

11. Vigineo

12. Ford

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