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The Future is Rosy in TBWA Paris' New Spot for U

TBWA Worldwide, 6 months, 3 weeks ago

French retailer takes an optimistic standpoint in new ad featuring singing babies

The Future is Rosy in TBWA Paris' New Spot for U

For more than 10 years, U retailers have committed themselves to creating a different kind of trade - one that benefits all: from clients, to farmers, to partners - while always keeping the consumers in mind. This collective vision covers all the links in the chain, with the goal of making the world a better place to live for future generations.


In 2016, the brand continues to clearly assert its unique standpoint by supporting consumers in shopping responsibly at the right price. To reinforce this, this year's communication is developed through the prism of future generations.


Better shopping ensures a better future for everyone, and especially for children. This universal message reaffirms U's vision of a trade that benefits all - a vision that takes its full significance in the long run.


Executed by TBWA\PARIS, this campaign was launched on March 6th on France's national TV channels. This vision is embodied in a very surprising and moving film, where viewers witness a choir of new-born babies welcoming U's positive vision by singing Edith Piaf’s iconic song 'La Vie en Rose'.


Collaborating with the famous and talented film director Fredrik Bond, TBWA\PARIS has magnified the approach of U retailers by simply reminding viewers: "For happier generations tomorrow, let's shop responsibly today". 

Creative Agency

TV Producer: Caroline Petruccelli

Executive Creative Director: Faustin Claverie and Benjamin Marchal

CEO: (Else) Maxime Boiron

Music and Sound

Music Production: (Head) Olivier Lefebvre @ Else

Sound Design: Thomas Anduze

Post Production / VFX

Grade: Didier Lefouest @ Digital District

Post Production House: (UK) Nineteen Twenty London, (Paris) Else

Production Company

Directors: Fredrik Bond

DOP: Ryley Brown

Producer: Alicia Richards et Helen Kenny

Production Company: Sonny London

Category: Retail and restaurants , Retail stores

Genre: Comedy , People , Storytelling