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The amusing new ad from French food-and-sundries retailer Monoprix poses a pretty basic question: Why would a young woman suffer through an impossibly bad song instead of just skipping it? There’s an answer, but you have to wait until the end.
The music-video-length ad from Parisian agency Rosapark and directing team Traktor opens on the heroine, strolling down the street, listening to a sweet indie folk song. The tune is winding down, and she smiles softly as the last chord rings out.
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