法國電視頻道Canal+2009年10月推出的宣傳片，頻道想把自己從單純的播出機構定位為自創(chuàng)內容的發(fā)布者。宣傳口號為Originally Creative（原創(chuàng)地創(chuàng)意），為了導入這個訴求，頻道請法國BETC廣告公司創(chuàng)意了這支片子。

      片中男主角是Canal+的編劇，被從衣櫥里抓出來，說：“我就是這么到這里的。”男主人點頭道：“真不簡單”，并回頭跟床上女伴說：“你說呢，親愛的。”最后片子點出柜中男子的編劇身份，這就是頻道要的，咱們的編劇太能掰了！廣告語是：“絕不要低估偉大故事的力量”。本片獲得嘎納2010廣告節(jié)最佳媒體類廣告獎。

    With the launch of the new “Original Creativity” campaign, Canal+ highlights its showcase of original programming, consisting of series, documentaries and fictions, created by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. By spotlighting this element of its programming, Canal+ accentuates its difference. More than simply broadcasting programmes, CANAL+ is a publisher that develops its own creative. Canal+ thus confirms its creative fibre, its capacity to create and to think up fictions of cinematographic quality: “CANAL+ Créateur Original”. CANAL+ advertising, created by the advertising agency BETC Euro RSCG, also demonstrates this cinematographic quality. To launch this new campaign, BETC produced a film that enhances CANAL+’s position as leading creator : THE WARDROBE. The film unites quality, humour, originality and a touch of impertinence inherent to the brand’s communications: “Never underestimate the power of a great story”.


Advertiser/Client: CANAL+
Product/Service: TELEVISION CHANNEL
Entrant Company: BETC EURO RSCG Paris, FRANCE
Advertising Agency: BETC EURO RSCG Paris, FRANCE
Executive Creative Director: Stéphane Xiberras
Creative Director: Stéphane Xiberras
Copywriter: Jean-Christophe Royer
Agency Producer: Isabelle Ménard
Advertiser's Supervisor: Béatrice Roux
Account Manager: Alexandre George/François Brogi/Clemence Korber
Account Supervisor: Raphael de Andreis
Production Company: SOIXAN7E QUIN5E Paris, FRANCE
Director: Matthijs van Heijningen
Producer: Soixante Quinze
Art Director: Eric Astorgue
Post Production: Mikros Image

Brief Explanation:
Canal+ launched its new 'Original Creativity' campaign in September 2009. The objective highlight to Canal+’s showcase of original programming, consisting of series, documentaries and fictions, created exclusively by and for Canal+, scripted by prestigious writers such as Olivier Marchal and Jean- Hugues Anglade. To launch this new campaign, we produced THE CLOSET. The film unites quality, humour, originality and a touch of impertinence inherent to the brand's communications: 'Never underestimate the power of a great story'.

The TV Commercial titled Wardrobe (The Closet) was done by BETC Euro Rscg advertising agency Canal+ company (for Canal+) in France. It was released in the October 2009. Business sector is Publications & media.

via chinavisual