France as a Modern Tale

May 12, 2016 - Lorna

This is very clever.  A smart, stylish, sexy 1 min 40 sec video promoting France with a (rather loose) interpretation of the story of Cinderella matched with the regions of France.  Burgundy has two beautiful women (no ugly sisters allowed) sipping wine and eating grapes – one wearing red stockings.  Biarritz has Prince Charming lying on a surf board clutching Cinderella’s shoe.  Brittany has our fairytale couple dressed in matelot tops, kissing.  And so on.

The models are elegant and immaculately groomed – as well as a touch sulky. It could be a spread for Vogue or one of those French perfume adverts.  You can’t avoid being drawn in by its sheer cleverness and creativity.

It has also – effortlessly – managed to identify the key strengths of each of the profiled regions presenting them through visual clues and symbols.  None of the usual “we’ve got heritage, culture, food, beautiful scenery, historic towns …” generic positioning here.  It is bold, confident and entirely on brand.

It feels like the presentation of France to a new generation, millennials who previously viewed France as somewhere their parents go on holiday.  With a French-accented English voiceover there are presumably versions in other languages.  It certainly feels like it will travel well.  No need here to be ‘culturally relevant’ – the culture is all French.

Leave a Reply

Your email address will not be published.

*

Latest Tweets

Just listening to R4. All about Stoke's regen and bid for #CityofCulture. Stoke's narrative is evolving. @PaulWilliams207 @VisitStoke
25 March 2017

Beautiful day in Salisbury for England Regional Roadshow @VisitEngland @VisitBritain https://t.co/dwMqlhy1IX
21 March 2017

Historic England unveils £6m plan to bring towns and buildings back to life https://t.co/0RWcUnhGXz
20 March 2017

Bristol named best place to live in Britain in 2017 - https://t.co/zqyJfkdYGJ
19 March 2017

Jaw-dropping reach again for @TourismIreland's #GlobalGreening campaign & a happy #StPatricksDay to all our clients & colleagues in Ireland!
17 March 2017

See bluesailviews on Twitter