Missing Socks Are a Timeless Existential Dilemma in This Very Relatable French Ad

Retailer Monoprix offers an amusing solution

Some people say it’s the dryer. Some say it’s gnomes. But nobody really knows.

What happens to the socks?

A new online 60-second spot from French retailer Monoprix and agency Rosapark grapples with the age old question in hilarious fashion—from its existential roots to the everyday frustration of frantically searching every room in the house with a single bare foot.

And while it’s chock full of chuckle-worthy slices of life—whence the rubber chicken?— it’s not just a gag. The marketer is also offering a practical solution—a set of three matching socks, dubbed, naturally, “the three sock pair.”

Available for sale online and at select locations starting today, it’s such a genius idea you might find yourself wondering why nobody has done it before.

The short answer, though, is that at least one person has: entrepreneur Edwin Heaven brought his idea for “Throx” to the first season of ABC’s “Shark Tank” back in 2009, failing to procure an investment, but eventually earning a place on a compilation of the show’s worst-ever pitches.


Campaign: Where is my sock ?
Start Date: March 27, 2019
Brand: Monoprix
Brand Managers: Florence Chaffiotte, Nicolas Gobert, Stéphanie Jallet, Angeline Froger

Co-Founders: Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco
Creative Directors: Gilles Fichteberg and Jean-François Sacco
Associate Manager: Quentin Labat
Account Director: Lucile Wissocq
Head of Digital Strategy: Jeanne Neuschwander
Account Manager: Charlotte Giraud
Copywriter: Hélène Boudin

AD: Nazgol Athari-Nejad
Strategic Planner: Sacha Lacroix
TV Producer: Thomas Laurent & Cerise Podetti
PR: Mélanie Colléou and Theda Braddock

Production: De Gaulle
Director: Tom Bartowicz

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.