This holiday ad takes a family through 60 years of Christmas rituals—and the same old dad joke

Poignant film by Publicis for French grocer Carrefour carefully recreates the decades

Published On
Dec 03, 2019

Editor's Pick

It seems U.K. grocers aren't the only ones channeling nostalgia this year in their holiday fare. With Sainsbury's celebrating 150 years with a Dickensian epic, and Tesco marking its centenary with a time-traveling delivery driver, across the channel French supermarket Carrefour has released an ad centered around its 60-year anniversary. 

Starting in the 1960s, and set to Françoise Hardy's song "Gli Altri" from that era, it shows the same family celebrating Christmas year after year and painstakingly recreates the changing fashions, furnishings, foods, gifts, and societal norms over the time period.

We start with a nuclear family with kids watching a black-and-white TV as the pregnant mom serves dinner. Over the years, their meal gets grander, the family expands and becomes more diverse, people argue and make up—but the father always makes the same "dad joke," asking what everyone else is going to eat when the meal comes to the table. The final Christmas dinner in the spot shows the young wife now an older matriarch looking at the empty seat once occupied by her husband, and the family realizes their patriarch is no longer than to deliver his signature line. But then, a grandchild comes to the rescue. 

The ad is by Publicis France and was directed by Thierry Poiraud via Insurrection. It's one of a number of spots we've seen recently recreating changing life through the decades, including Renault Clio's same-sex love story across three decades, via sister agency Publicis Poke. 

Credits

Date
Dec 03, 2019
Client:
Carrefour
Agency:
Publicis-Paris
Marketing Management France and Group:
Amélie Oudéa-Castéra
Marketing Management France and Group:
Élodie Perthuisot
Marketing Management France and Group:
Nathalie Jacquier
Marketing Management France and Group:
Jennifer Peyre
Account Team:
Christian Verger
Account Team:
Cécile Moreau
Account Team:
Aurélie Fossoux
Chief Creative Officer:
Anne de Maupeou
Creative Director:
Clement Sechet
Creative Director:
Jean-Francois Goize
Strategic Planner:
Sarah Lemarie
Social Media Strategy:
Gautier Rennes
Social Media Strategy:
Julien Petit
TV Producer:
Cleo Ferenczi
Post Production:
Nathalie de Ramecourt
Production:
Insurrection
Director:
Thierry Poiraud
Producer:
Valentine Gomes Ferenczi
Production Manager:
Benoît Roques
Post Production Manager:
Clémence Cuvelier
Chief Operator:
Mathias Boucard
Musical Supervision:
Alexandre Rabia
Sound Production:
Schmooze
Sound Producer:
Matthieu Sibony
Sound Mix:
Sylvain Rety
Post Production Image:
Mikros
Post Production Manager:
Quentin Martin
Chief Editor:
Sophie Fourdrinoy
Editing Assistant:
Zoé Sassier
Calibrator:
Jean-Clement Soret

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