Ah, young love.
In “#lamourlamour,” French grocery store Intermarché spins out a wordless three-minute yarn about a guy who, while in line with friends at a checkout counter, falls hopelessly in love with the cashier.
Created by agency Romance and director Katia Lewkowicz, the ad is shot like a François Truffaut film and set to Marcel Mouloudji’s “L’amour l’amour l’amour,” which likely doesn’t need translating.
As our hero finds new excuses to keep seeing the woman, we’re treated to gratuitous and gorgeous shots of produce—buttery heads of Boston lettuce, sweet-smelling cantaloupe … and, inevitably, a bottle of ketchup.
This is as much a story about growing up as it is about drumming up the courage to confess your love. It’s not a stretch to work out why this kid keeps going for the fresh produce; in many grocery stores, it’s usually closest to the checkout line.
But this raises the problem of what to do with all the perishable goods he’s accruing, which vary so significantly from the frozen pizzas he and his buddies usually get. The first time they’re confronted with all his new wares, they’re not even sure what to do.
Much of the pleasure comes from watching a young man figure food—and himself—out. He drags his friends on an alimentary adventure in a kitchen that, for want of use, stores his bike and a lava lamp. As they learn together, they engage in other experiments, too … like a really awkward new haircut. (You’re never too old to find yourself with one of those, though.)
As things progress and his tastes get more sophisticated, his purchases start to make sense. The ketchup bottles disappear and his cooking projects become worthwhile. It even seems he’s stopped noticing the cashier entirely.
The story ends on an idyllic note. Strengthened by his newfound skill, and also fearful on a day when she isn’t in the checkout line, our man finally drums up the guts to ask her out. They scooter off into the sunset—the best possible ending in a French film—observed by a friend still clutching a produce bag (a gift not wasted).
The final copy reads: “We all have a good reason to eat better every day.”
It’s a statement that feels truer as we get older and our bodies and priorities begin to change. For the time being, we’ll take this for what it is—a story about discovery, not just of love but also of a passion, and what pleasure there can be in learning how to feed oneself and others.
CEO co-founder : Christophe Lichtenstein
Executive creative director et copywriter : Alexandre Hervé
Strategic director : Romain Roux
Creative team(copy writer/ Art Director) : Vincent Boursaud, Julien Bon, Gautier Fage
Agency Management : Marie-Laure Dangeon , Estelle Littaye
TV Prod : Sophie Mégrous
Post-Production : Jérôme Deplatière
Director : Katia Lewkowicz
Production : Carnibird
Sound Production : THE