A teenager bonds with her stepmom in an unexpected way in this French retail ad
The catalog and online retailer La Redoute tapped Fred & Farid Paris to emphasize the role it plays in family life
Jun 04, 2020
French online and catalog retailer La Redoute emphasizes the role it plays in family life in a new long-form ad that tells the story of a teenager and her father's girlfriend's attempts to win her over.
The spot, via Fred & Farid Paris, tells the story of Lou, who's dismayed when her father's girlfriend moves in and disrupts their weekends together. (Anyone who's ever read iconic French novel "Bonjour Tristesse" will know it's a classic French theme.) Lou gets angry and breaks her bedroom lamp, and her stepmother uses La Redoute to replace it; she goes to treat her to other gifts from the retailer, including some cool sneakers she wanted. Finally, Lou comes to terms with her news that her dad is expanding his family, with a gift of her own.
Directed by well-known French actor Géraldine Nakache (her first time directing an ad), the story is reminiscent of Ikea's "Where Life Happens" ads, which have also touched on divorce and teenage angst. While clearly shot before the pandemic, it might have extra resonance right now for anyone forced into lockdown with family members they're not too sure about.
The spot is running on broadcast TV in France, as well as on online.