Babies' Wails Make for Beautiful Music in This Surprising Supermarket Ad

Cries Become a Classic in Cute Ad From TBWA Paris

Published On
Mar 10, 2016

Editor's Pick

TBWA Paris brings a suprising twist to crying babies in this delightful ad for U Supermarket, directed by Fredrik Bond out of Sonny London. The spot opens on a shot of an expectant mother giving one final scream as she gives birth to her newborn child. The little one lets out a piercing cry and the camera then moves artfully to shot after shot of other wailing babies.

At first it all seems like a cacophonous collection of shrieks until you realize that the babies' whimpers comprise an unusual "cover" of Edith Piaf's classic tune, "La Vie en Rose," perhaps best known as the France's anthem of optimism.

The spot ends with a voiceover saying, "For happier generations tomorrow, let's shop responsibly today." U Supermarkets is France's fourth-largest general food retail group and a coop with over 1,500 stores throughout the country. The brand has put improving the world at the center of its messaging and prides itself in providing a "different" kind of trade that benefits not just consumers but its clients, farmers and partners.

Credits

Date
Mar 10, 2016
Brand:
U Supermarket
Client:
U Supermarket
Agency:
TBWA-Paris
Director:
Fredrik Bond
Client:
Sandrine Burgat
Client:
Laurne de Demandolx
Client:
Delphine Desmeulles
Agency:
Luc Bourgery
Agency:
Philippe Senejoux
Agency:
Marianne Durand
Executive Creative Director/Production:
Faustin Claverie
Executive Creative Director/Production:
Benjamin Marchal
Chief Executive Offier:
Maxime Boiron
TV Producer:
Caroline Petruccelli
Production:
Sonny London
Director, Photography:
Ryley Brown
Producer:
Alicia Richards
Producer:
Helen Kenny
Post Production:
Else
Color Grading:
Didier Lefouest @Digital District
Music:
Else
Head of Music and Sound:
Olivier Lefebvre
Sound Director:
Thomas Anduze

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Project Type