If ever there was a time to pay tribute to healthcare workers, it is now in the midst of an ongoing pandemic where the industry’s relentless heroes are pushing their limits. The French grocer Intermarché offers these workers three warm minutes of vacation in its annual short film by the Romance agency.
“Jusqu’à mon dernier souffle (Until my last breath)”, the eponymous title from Terrenoire’s title, which accompanies this new film directed by Katia Lewkowicz, not only pays tribute to the health care workers, the heroes of 2020, but also the caregivers in each family, in this case a teenager looking after his mother, while the caretakers look after his hospitalized father.
The story follows a mother and son who admit their father to hospital after suffering a stroke. The pensive title track creates a metronomic pace for the drama as a dedicated nurse remains the crucial link between the family and the father’s recovery. To show their gratitude, the mother and son create a selection of delicious meals for the nurse and his staff.
Intermarché’s fourth vacation film is a departure from the previous three films which were more focused on trips to the grocery store and focused on the vibrancy of the products and merchandise. However, the emotional theme of the earlier spots remains, so viewers can get to know the characters and take care of their journey.
The nod to health workers fully recognizes their struggles and those of families – it includes alternating shots of health workers at work and the family getting along at home and helping each other through troubled times.
“We cannot imagine celebrating Christmas without paying tribute to the heroes of the year: the carers. Intermarché has shared the daily life of the French on the front lines since the first lockdown this spring: the farmers, the local shops and the hospital staff. They are part of our ecosystem and our businesses work with them on a daily basis, ”said Vincent Bronsard, strategic and operational marketing manager at Intermarché.
The film runs on French television during prime time and online during the holiday season.
“Every new work in the saga is a challenge. This time around, we wanted to create a film that would do justice to the extraordinary year we had, and one that is marked by the dedication and sacrifice of the supervisors, ”said Alexandre Hervé, Executive Creative Director at Romance. “It is this anchoring in time and in current events that really builds the relationship between Intermarché and the French people.”
Marketing and Communication Director: Anne-Marie Gaultier
Strategic and operational marketing manager: Vincent Bronsard
Brand and Communication Director: Anne Guivarc’h
Brand and communication manager: Camille Sassi
Advertising manager: Aurélie Ansart
Brand Manager: Julie Antoine
Managing director: Christophe Lichtenstein
Executive Creative Director: Alexandre Hervé
Copywriter: Philippe Pinel
Art Director: Julien Rézette
Senior Strategic Planner: Jérome Lavillat
Account team: Marie-Laure Dangeon, Émilie Franck, Arthur Amis and Julie Valero
TV producer: Emilie Talpaert
Director: Katia Lewkowicz
Production: Grand Bazar
Producer: Juliette Desmarescaux
Post production: Home & Mikros
Music: Terrenoire – Until my last breath
Music supervision: Alexandre Rabia Sound production: Schmooze