Ads for France's Canal+ Struggle to Compare It to Netflix Without Saying 'Netflix'

BETC gets cleverly meta for the 'content platform'

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Self-censorship is a tried-and-true gag for comedic ads. From the 2012 launch spot for Dollar Shave Club’s “f**king great” razors to last week’s “brutal honesty” campaign with Dax Shepard and Kristen Bell for meat alternative Lightife, a timely bleep is an easy way to make a spot feel mildly edgy.

But agency BETC takes the gag in some enjoyably meta directions with its new campaign to promote the evolution of French network Canal+ into a streaming platform.



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