BETC gets inside the fevered imagination of Canal+

BETC Paris is rightly renowned for many things but Canal+ is perhaps its signature account. BETC is now ultimately owned by Canal+ parent Vivendi so it’s as well to be on top form.

Canal+ has what it calls a new signature, ‘Canal+ Creates’ showcasing its range of programmes – including Spiral, The Young Pope, Versailles and The bureau – and pivotal role in French and European production. So this, if you like, is a corporate ad. Showing the workings of the screenwriter’s imagination, no less. Directed by Ivan Grbovic.

BETC CCO Stéphane Xiberras, who’s been on the Canal+ case for 15 years, says : “People who watch our ads for Canal+ often ask me: “Talking bears, unicorn balls, 80-year old Spitfire pilots..where do you get it all from?” The answer is ‘from inside our heads,’ and that’s the whole theme of this film, to show the process of how an idea is born, the mysterious ways in which our minds associate one bizarre element to another.

“I was really excited about the visual challenge of the script, how to show the inside of a brain, while avoiding the usual clichés. I have actually learnt that it takes a lot of imagination in order to illustrate the imagination.”

Indeed it does.

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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