What's happened
Intermarché's two-minute animated ad, 'Unloved,' tells the story of a feared wolf who learns to cook and finds acceptance. Made without AI, it has gone viral, resonating globally for its emotional depth and craftsmanship, emphasizing human storytelling over digital shortcuts.
What's behind the headline?
The success of 'Unloved' underscores a growing consumer desire for authentic storytelling in advertising. Unlike AI-generated content, which often feels impersonal, this ad's handcrafted animation and emotional narrative have struck a chord worldwide. It highlights a shift in brand strategy, favoring human artistry to forge genuine connections. The ad's viral spread demonstrates that audiences value sincerity and emotional resonance, especially during festive periods. This approach may influence future advertising, encouraging brands to prioritize craftsmanship and storytelling over cost-cutting AI techniques. The story's themes of acceptance and empathy are particularly timely, reflecting societal desires for unity amid fractured global contexts. Overall, Intermarché's campaign exemplifies how emotional storytelling can elevate a brand's image and foster deeper consumer engagement.
What the papers say
The articles from AP News, The Independent, and France 24 collectively emphasize the ad's emotional impact, craftsmanship, and cultural resonance. AP News highlights the hand-crafted nature and emotional core, contrasting it with AI-generated content. The Independent echoes this sentiment, noting the ad's viral success and the traditional artistry involved. France 24 focuses on the cultural significance and the positive reception, especially in France, praising its tear-jerking storytelling and the use of human actors. While all sources agree on the ad's emotional power and craftsmanship, AP News and The Independent stress the importance of human storytelling in an era increasingly dominated by AI, which faces criticism for producing 'hollow' content. France 24 adds that the ad's success is also a reflection of societal values and the power of genuine human connection.
How we got here
The ad was produced over a year by around 100 artists and animators, led by Montpellier-based Illogic Studios, emphasizing traditional craftsmanship. It contrasts with AI-generated content, which has faced criticism for feeling hollow. The story uses a French song to evoke nostalgia and promote themes of empathy and unity during the holiday season.
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Intermarché is the brand of a general commercial French supermarket, part of the large retail group Les Mousquetaires founded in 1969 under the name EX Offices, by Jean-Pierre Le Roch. EX Offices was renamed Intermarché in 1972.