Crème anti - mon mari se casse avec sa secrétaire.
To emphasize the gap, the approach can be interpreted as a pastiche shattering cosmetics advertising codes.
About this campaign , a modest, smart and feminine approach has been chosen, being refined without being iced , like a beauty product advertisement.
In this still-life, one can notice there are main discrepancies between the creatives sensitiveness and refinement and the intensity of words:
- on the cream, the anti-wrinkles “promise” turns into : anti-my husband left me for his secretary
Through this pastiche of cosmetics codes, the campaign echoes back to the gap which is widening between appearances and being.
The dramatic size not only concerns the serial but also the campaign : to demonstrate the violence lurked behind reality, beyond the harmless appearances of the everyday life.
The mechanism at the center of the serial consists in decoding the apparently perfect everyday life: from an episode to another, we progressively discover the secrets that each of Desperate Housewives tries to hide from everybody including from themselves.
CANAL+ and BETC started from this process to conceive a CANAL+’s creation, out of step with habits. Some apparently harmless objects of the daily life, disclose little blameless secrets . Loyal feminity assistants, routine confidants, the objects unveil what conventions silence us : the beauty cream puts forward the fear of being left.
For its comeback, CANAL+ offers an anti-stonewalling campaign.
Desperate Housewives, the new serial exclusively discovered by Canal+, whick strikes at cants with caustic humour.
September 2005 means the first comeback for CANAL+ with a new tag line : Ask for more to TV. The channel chose to emphasize the Desperate Housewives serial, scheduled at September 8th, in order to begin the forthcoming year in the ambitious mood this tag line requires.