Canal+ | Never underestimate the power of a great story | 2020
A Long Setup, Then a Big Bold Payoff / Canal+ "Never underestimate the power of a great story"
A long, long setup leading to one big, bold payoff — it feels so satisfying.
The insight
Maybe it's funny because it's so honest about desire. Canal+ is known for putting out funny ads every year, and this one carries on that tradition.
The idea
A man is chased through a forest, dives into a river, goes over a waterfall, passes through a sawmill... and the story keeps spinning out further and further, until finally he ends up stuffed in a box, in his underwear, inside a closet. It all wraps up with the line: "Never underestimate the power of a great story."
Afterthought
It's natural for Japanese viewers to be reminded of something else here — both are funny for the same reason, because they're so honest about desire. Canal+ puts out funny ads year after year, and you really feel the strength of a brand that can keep delivering this kind of playful work.
