DARTY | JOURNEE BIEN REMPLIE | 1977
A Nameless Gold Lion Sleeping in 1977 France / DARTY "JOURNEE BIEN REMPLIE"
In 1977, French electronics retailer DARTY won GOLD — that's the only record that quietly remains today. Almost no explanation of what the ad actually contained can be found.
The problem
As far as I could search, I couldn't find any detailed industry commentary about French advertising from the 1970s. Records of TV commercials and print ads from that era aren't neatly organized and preserved on the internet the way things are today. So the fact that the footage itself can still be watched now is, I think, actually something pretty valuable in itself.
What happened
According to archive records, DARTY's "JOURNEE BIEN REMPLIE" (produced by HAVAS CONSEIL) won GOLD in 1977. Beyond that, details like judges' comments or how the campaign was received at the time couldn't be confirmed, at least as far as I was able to look into it.
Afterthought
With ads from nearly half a century ago, sometimes all that's left is a single line saying "it won an award," while the memory of what was actually inside fades away. Who planned it, who appeared in it, how people back then reacted to it — those details may be lost forever. But the fact that the footage itself is still sitting there, ready to be clicked on, is actually pretty amazing when you think about it. Watching it without knowing the backstory is its own kind of fresh experience. If you're able to watch it, I really do recommend giving it a look.
Awards
- Cannes Lions Gold 1977
