These 'Doting' Dads Are Not What They Seem

Canal+ Is Back With More Irreverent Humor to Promote 'To Go' Service

Published On
Apr 18, 2016

Editor's Pick

French broadcaster Canal+ taps into a theme popular in advertising at the moment -- devoted Dads -- in its latest ad, but it's the brand's trademark irreverent humor that delivers the real impact.

The spot, by BETC Paris, shows a succession of fathers appearing to film their kids at key life moments -- a concert performance, learning to ride a bike, a birthday party, a daughter's wedding -- as the voiceover earnestly declares that "to be a to be there always."

So, you're thinking it's an ad for a mobile camera or tablet brand perhaps, but there's an unexpected reason they're so avidly concentrating on their screens -- keep watching to find out what it is. It's unbranded until the very end, which helps deliver the twist.


Apr 18, 2016
Brand :
Client :
Agency :
Client :
Guillaume Boutin
Client :
Audrey Brugre
Client :
Elise Lacroix
Client :
Estelle Delage
Client :
Coline Andr
Agency Management :
Bertille Toledano
Agency Management :
Guillaume Espinet
Agency Management :
Elsa Magadoux
Agency Management :
Marie Lequime
Creative Director :
Eric Astorgue
Creative Director :
Jean-Christophe Royer
Creative Supervisor :
Stphane Xiberras
AD Assistant :
Severine Flamand
Strategic Planning :
Guillaume Martin
Traffic Director :
Elodie Barreau
TV Producer :
Isabelle Menard
Production Company :
Production Company Producer :
Jean Ozannat
Sound Production :
Director :
Martin Werner

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