A French supermarket’s Christmas advert has become a viral sensation and is being praised worldwide for doing something other companies simply can’t get right anymore: connecting with people, all without a single frame of generative AI.
The ad, “Le mal aimé” (“Unloved”), for Intermarché, opens with a young boy who is scared of a toy wolf. His father tells him the simple story of a lonely wolf who is feared by other animals. Transition to animation. We see how the wolf tries hard to connect with his forest neighbours but fails to assuage their fears. He then decides to change and starts to cook vegetables. The story ends when the reformed lupine shows up to a Christmas feast with a homemade dish.
