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.