A crying baby is more likely to inspire angst than pleasure. But maybe in an effort to Pavlov us into thinking otherwise, U Supermarkets (or Système U) is hoping the distressing din will drive French customers to shop thoughtfully.
At the start of "La Vie en Rose," directed by Fredrik Bond for TBWA\Paris, a mother gives two energetic huffs and pushes out a spankin'-new human, whose first cry joins others in the maternity ward. As the ad progresses—and the screams build—it becomes easier to identify a melody: Edith Piaf's "La Vie en Rose," which the ad calls "France's iconic anthem of optimism."
In addition to this weird feat, the ad has the Birdman-like effect of appearing almost entirely as if were shot in one take.