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.

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