High Five: France

This is an interesting exploration of new formats: creating a web-series exclusively on TikTok (featuring a leading French artist Abd Al Malik) is an interesting experiment. It shows that our industry is starting to try to steer away from the expected and is making greater efforts to be part of the culture.

It might be slightly underwhelming in its execution, but, I love it so much that an ad can take the shape of a bag of potatoes instead of something more expected. Kudos for that.

I would like to salute the consistency of beautifully crafted and perfectly produced films from Intermarché. The dedication of the agency and the brand to keep on maintaining this level of emotion and craft deserves great respect. And this is also an example of how brands try to find ways to adapt and react to the Covid context.

Because more than ever, in times of fake news and algorithmic bubbles, we have to fight prejudices and promote inclusion. All initiatives going in this direction are crucial. We have seen just recently how a divided country can struggle to find peace and balance to start building a common future. And we have seen how fear is instrumental to those who see profit in this division.

People really need a shot of joy, energy and optimism during our challenging times. And this film is one of the biggest popular successes of the recent months. The whole country knows this ad, and it has created lots of smiles and conversations. Even when the world outside is hostile, people aspire to shake their booty and believe in a positive future for them and the future generations.