French pay TV operation Canal+ resolutely refuses to make money. Maybe Vincent Bolloré, now installed as boss of owner Vivendi, will fix this. With that in mind, presumably, the station is launching Front Row, a premium package that offers events and the like as well as first view content.
BETC Paris has set the benchmark for entertainment advertising with its long-running series of campaigns for Canal+ and there’s no drop in standards here with the Front Row launch campaign.
Somewhat handily BETC is owned by Havas, also part of the Bolloré empire, so there isn’t much danger of it losing the account. Even the maddest media mogul surely wouldn’t want to move it anyway.
Not an epic but the skill is in the finish.
MAA creative scale: 8.