French Brand St Hubert Joyfully Combines Balance and Taste for Comedic Campaign

Rosa Park entrusted BIRTH with the latest TV campaign for St Hubert, one of the WHO IS HUGUES DE LA BROSSE - leaders in butters and margarines in France, with a series of three 20-second TV films directed by the talented Hugues de la Brosse (BIRTH). 

The three films, through various comic, offbeat and incisive sequences, feature several people in situations of loss of balance finding themselves in an embarrassing position. We find a young man trying his hand at yoga, a married couple and a student wishing to try his latest flirting technique. The campaign stands out for its punchy and humorous side meticulously brought by director Hugues de la Brosse by drawing a parallel with the catchphrase ‘One quickly get a taste for balance’. This new campaign refreshes the image of the St Hubert group, known for its tasty and innovative consumer products, combining pleasure and nutrition. 

Hugues de la Brosse’s films are both funny and sensitive. Since the beginning, his career has been closely linked to Birth, with whom he made his first advertising film. He is now one of France’s most sought-after comedy directors. At ease with both dialogues and visual expression, Hugues treats his advertising spots like short films, using very cinematic shots and a strong sense of narration. Hugues is passionate about scriptwriting and loves to collaborate with the agencies on the scripts in order to make the comedy even more impactful. On set, he is relentless and pushes his actors’ limits in order to find that ‘je ne sais quoi’ which will make a lasting impression on the public. Hugues received an award at the Cannes Lions 2018 festival, as well as in every other French awards ceremony for his film ‘J’accède’.