Ailleurs Exactement, Paris 
- 38Bis, rue du Fer à Moulin
- Paris 75005
- France
- Phone: 01 55 43 50 00
- Fax: 01 55 43 50 01
- Country Phone Code: 33
- Website: www.ailleurs-exactement.com
In partnership with:
Le Parisien - “The Driver”
Le Parisien| Title | The Driver |
| Tagline | The Parisian, it's better to have the newspaper |
| Agency | Ailleurs Exactement |
| Advertiser | Le Parisien |
| Brand | Le Parisien |
| Product Name | Daily Newspaper |
| Product Category | Newspapers, Magazines, Books |
| Campaign Name | The Driver |
| Market | France |
| Country of Production | France |
| Date of First Broadcast/Publication | October 2, 1999 |
| Media Type | Cinema |
| Creative Director | Pierre Noëll |
| Art Director | Pierre Noëll |
| Art Director | Eric Diratzouyan |
| Director | Casper Viedendhal |
Story
A man is driving, parisian style and not patient, irritated, moans against a driving school car which is slow. When our man starts up, he stalls... and he is insulted by all the cars behind him. The headline comes at this instant.
Concept
Be different of the usual press communication. Create a reel psychological turnaround, "a slap!". "Le Parisien", symbolic title and the parisian (people), symbolic figure. Create complicity and connivance ridiculing itself.
Problem
Le Parisien, one of the main daily national newspaper in terme of diffusion, benefited from a "populous" image. How to revamp this title, give him back a pice of youth and renew its readership?