Intermarché tackles big one with Covid-19 Christmas tale

French supermarket chain Intermarché is good at putting itself on the right side of the argument – sustainability, selling less-than-perfect-looking vegetable etc – and this Christmas it’s tackling the big one – Covid 19 – with agency Romance.

A short film, directed by Katia Lewkowicz, showing a French dad coming back from the brink, the effect on his family and the heroic efforts of a young doctor.


From a UK point of view we get sick of hearing from politicians that the NHS might be “overwhelmed” by any new outbreak of Covid – if this massive organisation and its political masters had planned, with more intensive care capability, then we might not be nearing the grim total of 60,000 deaths. It’s there to protect us, some of us say, not the other way round.

So, fatigued as we are, it’s too easy to overlook the heroic efforts of medical staff under unimaginable pressure and the suffering of families.

Hope dad’s feeling hungry when he gets home to his Intermarché feast (business is business, after all.)

Timely and well-judged from Intermarché and Romance.

MAA creative scale: 8.5.

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About Stephen Foster

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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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