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lundi, octobre 09, 2006

France (TV – 2006) : Votez Ikea !

Après une campagne "teasing" en septembre, Ikea se dévoile enfin dans deux spots TV diffusés à partir du lundi 9 octobre. La marque suédoise rebondit sur l'actualité en prenant pour thème les prochaines échéances électorales. Conçue par l'agence La Chose, la campagne proclame que "La France réclame du neuf" et s'amuse avec légèreté des codes et du ton des discours des hommes politiques. Les deux films (40 secondes), réalisés par Didier Barcelo, seront également diffusés au cinéma à partir du 18 octobre.

Crédits : agence : La Chose ; Pascal Grégoire, directeur de création, Alexandre Poulanges, directeur artistique, Morgan Faivre, planner stratégique, Marie Massis, TV producer, Didier Barcelo, réalisateur pour Quad (production son : Chez Jean).

Commentaires : Une jolie campagne, bien pensée et bien réalisée. Ce n'est pourtant pas la première fois qu'un annonceur parodie la communication politique. On se souvient ainsi de l'assureur MMA qui en février 2002 (quatre mois avant les présidentielles) avait diffusé un film mettant en scène un candidat préparant son discours et ses prises de position sur la santé ou les retraites (agence : Aubert & Storch / Alain Corneau, réalisateur). En septembre 2005, c'était la Générale d'Optique qui parodiait le meeting d'un homme politique, en train un discours sur la vie trop chère (Agence : Ailleurs Exactement / Luke Forsythe, réalisateur).
Télécharger les film en wmv : film 1 + film 2

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