Intermarché’s AI-Free Christmas Ad Captures Hearts and Millions of Views
A heartwarming, traditionally animated Christmas advertisement from French supermarket chain Intermarché has become a viral sensation, racking up over 20 million views on social media and sparking a debate about the role of artificial intelligence in advertising. The ad, which debuted on television on Saturday, December 6, is resonating with audiences seeking authenticity in a market increasingly saturated with AI-generated content.
The two-minute film tells the story of a wolf who learns too cook vegetables in an effort to be accepted by other forest animals and share in their holiday feast. Set to the classic French song “The Unloved” by Claude François, the advertisement has been widely praised for its beautiful animation and touching narrative. Social media users have lauded it as “a marvel of advertising,” “the best advertisement of the year,” and “one of the most beautiful advertisements of the last ten years.”
The success of the Intermarché ad stands in stark contrast to the approach taken by some larger brands. According to a company release, Thierry cotillard, head of the Mousquetaires/Intermarché group, expressed pride in “teaching the Americans a lesson,” referencing the prevalence of AI-generated advertising campaigns from companies like Coca-Cola and McDonald’s. He stated that his team deliberately chose to move in the opposite direction,prioritizing genuine creativity and emotional connection.
“The big brands are releasing all their ads with artificial intelligence,” Cotillard said in an interview on France Info on Thursday,December 11. “We are playing the opposite way.”
The ad’s production was entirely French, commissioned by the agency Romance and brought to life by the Montpellier-based animation studio Illogic studios. This commitment to a fully domestic, AI-free production appears to be a key factor in its appeal.
The advertisement’s success arrives amidst broader cultural conversations. A separate news item referenced in reports highlights the withdrawal of a video by franceinfo due to controversy surrounding alleged links between Christmas markets and Nazi ideology. Additionally, Senator Stéphane Ravier has reportedly submitted a bill aimed at “protecting Christmas traditions,” signaling a growing desire to preserve cultural heritage.
the Intermarché ad’s viral success suggests a consumer appetite for advertising that feels authentic and emotionally resonant – qualities that, for now, remain challenging for artificial intelligence to replicate. The campaign serves as a compelling case study for brands navigating the evolving landscape of advertising and the increasing importance of human connection.
Why it happened: Intermarché deliberately chose to create a traditionally animated Christmas ad as a counterpoint to the growing trend of AI-generated advertising by larger brands. Thierry Cotillard, head of the company, wanted to demonstrate the power of human creativity and emotional connection.
Who was involved: The key players were Intermarché, the French supermarket chain; Thierry Cotillard, the company’s head; Romance, the advertising agency; and Illogic Studios, the animation studio. Claude françois’ estate also played a role through the use of his song “The Unloved.”
What happened: Intermarché released a two-minute traditionally animated Christmas ad featuring a wolf learning to cook vegetables to be accepted by other forest animals. The ad quickly went viral, garnering over 20 million views and widespread praise for its heartwarming story and beautiful animation.
How it ended: The ad continues to circulate online and has sparked a broader conversation about the role of AI in advertising. Intermarché’s success demonstrates a consumer preference for authentic, emotionally resonant content, positioning the company as a leader in prioritizing human creativity over artificial intelligence. The ad’s impact extends beyond marketing,coinciding with cultural debates about preserving traditions and heritage
