07/07/2020

“The world is changing. So is advertising.”

"The world is changing. So is advertising." FranceTV Publicité's new slogan with Altmann+Pacreau.

FranceTV Publicité, after its previous campaigns focusing on advertising efficiency and program quality, is fully committed to promoting economic recovery and is therefore launching a new communication campaign around meaningful and responsible consumption.

The campaign, created and produced by the Altmann+Pacreau agency, kicks off today digitally with a 1-minute film.

With the world facing an unprecedented public health crisis, the film draws a playful parallel between two very different items that both proved, in their own way, to be incredibly precious during lockdown. One of these items is the unlikely hero of the last few months: the humble pack of flour. The other is public service television, which has been an invaluable and daily support to French people and their families as they battle through these difficult times.

The film concludes by announcing FranceTV Publicité’s new tagline: “The world is changing. So is advertising.”

A second film will be released at the beginning of the new school year, and will focus on virtuous advertising. Virtuous advertising aims to stimulate desire and boost spending, while at the same time accurately informing consumers about the impact of products and communicating on environmental and social issues.

Voir la vidéo sur YouTube

" We are delighted with our new partnership with Altmann + Pacreau. Our core mission is to help brands get their activity back on its feet in a world that has been turned upside down. Recent events have changed the way we see things and led us to reconsider what really counts in life. We are therefore determined to rethink our advertising communications approach and ensure our messages are both meaningful and authentic. By listening carefully to what consumers and citizens have to say - about respect for the environment, reasonable and responsible consumption, local production, etc. - we can restore confidence and boost consumption. The world is changing. So is advertising."

Marianne Siproudhis
CEO of FranceTV Publicité

" In a period in which many brands are questioning their future and the role they want to play in people's lives, we felt it was only right to highlight the importance of public service television during lockdown. Alongside FranceTV Publicité, we also wanted to help advertisers regain confidence and communicate in a positive way. We were careful, however, to avoid the pitfall of grandiose or moralizing rhetoric; we are firmly convinced of the value and importance of advertising, but are adamant that it must always be both modest and entertaining. "