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Last week, the grocery chain Intermarché released a new ad via agency Romance. You won’t be seeing much of it stateside, since the company’s supermarkets are all in France. But its artful 60 seconds spotlight an approach that American brands might want to consider as they continue to tweak their Covid-era messaging: Keep it simple and start looking ahead.
Set to Nina Simone’s 1982 song “Vous Êtes Seuls Mais Je Désire Être Avec Vous” (“You’re Alone But I Want to Be With You”), the spot features no narrator and no actors leveling contemplative stares at the camera.