After retracing the history of the ORTF and resurrecting Dalida (and soon Coluche), Thierry Ardisson wanted to make a leap back in time again. Before becoming the animator-producer everyone knows, the man in black was a copywriter. He is the inventor of many famous slogans such as: "Ovomaltine, it's dynamite!", "Go Wasa!", "Lapeyre, there are not two!", "Chaussée aux Moines: Aamène!", or, not the most famous: "When it's too much, it's Tropico!" Who better than him to tell The Golden Age of Advertising?
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Collective memory
On October 1, 1968, the very first brand spot was broadcast on television. It heralds a new era where advertising is not synonymous with multiple untimely cuts and extended programs. On the contrary, for three decades, advertising has punctuated the daily lives of the French. Slogans, humor, music, gimmicks, everything is good to seduce consumers, who ask for more. Several big names in cinema, such as Étienne Chatiliez, Jean-Jacques Annaud and Alain Chabat, tried it successfully. Even today, some of their ads are inscribed in the collective memory ("Eram, you would have to be crazy to spend more", "Crunch, the chocolate that chips", "You have to shake Orangina, otherwise the pulp, it stays at the bottom").
At first reluctant, the stars are gradually convinced and accept, against a big check, to lend their image to a brand: Coluche, Jacques Dutronc, Catherine Deneuve, Charles Aznavour, Alice Sapritch, Thierry Le Luron, Isabelle Adjani, Carlos, Johnny Hallyday, Eddy Mitchell! Others started their careers there, such as Marie-Anne Chazel, Anne Roumanoff, Christian Clavier, Thierry Lhermitte, Muriel Robin or Valérie Lemercier.
Thanks to the numerous archives and some 400 advertising films, Thierry Ardisson plunges us, with nostalgia, into the various sagas that have marked the history of television, such as Dim, Duracell, Panzani, Mamie Nova, Barilla and many others. An era of crazy creativity is now unfortunately over.
