Intermarché: 'Le Mal-Aimé [Unloved Wolf]' (2025)
https://www.youtube.com/embed/-eozmLO7QKA
About: https://www.animationmagazine.net/2025/12/intermarches-animated-holiday-ad-featuring-a-vegetarian-wolf-wins-hearts-around-the-world/ Messaging: the ad's narrative is broken up into three key sections: an introductory and a concluding section, which work together to book-end a central animated, story section. The ad's narrative pivots on the relationship between the two central male and female characters (parents?) and a young boy (their child?). The animated section seems to serve partly as an allegory (about belonging, friendship and togetherness) and as a device for externalising the adult male's creative imagination and love and caring for his child. And through this, provides a window-into his (thoughtful, gentle) character, which the adult female character is shown to value/respect/admire. These attributes are then transferred via inference onto the Intermarché brand - communicating ideas around the importance of a caring family who have been brought together through their consumption of the supermarket produce/items over the festive season. Presumably, the decision to use the Claude François song 'Le Mal-Aimé' (1974) as the ad's soundtrack https://www.youtube.com/watch?v=ovfMOv-Zm0s is tied up in some cultural significance (nostalgia) for the ad's intended, French-speaking audience (in addition to its family-friendly, gentle tone)?
