But in times of crisis it is more than ever

Two lovers embrace tenderly sitting in Louisette, Saint-Ouen flea on a background of romantic piano. On other plans, pigeons fly, we can also see the Eiffel Tower, the air underground, the canal Saint-Martin. Between the images that move, interspersed, of many other kisses. In the space of three minutes, Yvan Attal, Director of the noted "my wife is an actress" and "They got married and had many children", delivers his poetic vision of the capital in a short film, "Kisses from Paris", conducted at the request of DDB on behalf of the Regional Committee of tourism of Paris-Ile-de-France. A more film film that comply with the advertising codes.

Dissemination on the Internet

"More than one command, note Delphine Beer-Gabel, General Director of DDB Entertainment, we asked Yvan Attal to transcribe an atmosphere..." We have very little led him. Love Parisien of his city, he was able to speak of desire with his gaze of artist, as he did in his short film in the collection "new york, I love you". "The result will appear as a sort of unidentified advertising object, a communication which is akin to promoting for Paris, but without air. "The idea with this film in English, said Henriette Zoughebi, President of the CRT Paris-Ile-de-France, was to give a new face to the destination of the upgrade." Attal delivers a warm message, close to young people. He attended a traditional image the Doisneau making it eminently contemporary.

To promote the destination for young people in the province, but also abroad, and only available on the Internet, "Kisses from Paris" is in the heart of a campaign of EUR 2.2 million, declined press, display but especially on the Web. "The film begins, a viral system that has been implemented." "Internet users are invited to submit their films and to Exchange on their love experiences in Paris," added Henriette Zoughebi. This is not the first time that a film director in the film, tries to advertising. In the 1980s, it was fashionable to afford Ridley Scott for the launch of a car, a perfume or a computer. Then the tendency had dissipated. But in times of crisis, it is more than ever. Advertisers and brands for authenticity, depth and safe values, turn more readily to the stars of the seventh art. As Rémi Delvaux, which Volkswagen appealed for scratchy films. Or in a different register, Emmanuel Mouret, author of the noted "Address change", from his first advertising film.,.

A coordinate system for the public

The reasons for this trend "First, film producers know tell stories."analysis Christophe Lafarge, co-Chair of the H Agency who has already toured with Attal (Médiatis), Luc Besson (Citroën Berlingo), Roland Joffé, Eric Zonca or even Xavier Giannoli.

And then they give a place to humans. There is today the return of the comedy scenes of life. Most importantly, the filmmakers know lead actors. "It is important when you have a message to deliver," notes Christophe Lafarge. Other reasons are less worthy: the fame of a Director ensures significant media impact. "For the advertisers as to the public, a filmmaker, it's a landmark, someone talking, says Delphine Beer-Gabel." A campaign that creates interest in communication. "Finally, postmarks offered in advertising have what trying to even the more hawkish. Jean Becker, for example, many turned car spots. Remains that whether short stories and "clear" can be used. Some producers from advertising then came to the feature, such as Bruno Aveillan or Etienne Chatilliez.