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 father...is 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.