The Winter Olympics Crashes Into A Living Room In France Television’s 2022 Games Promo

A snowboarder makes a surprise entry by crashing into the living room of an unsuspecting couple settled on the sofa to watch television in a new promotion called ‘The Sofa’ from France Télevision building buzz for its coverage of the 2022 Winter Olympics.

The campaign, developed in harness with creative agency MullenLowe France and helmed by Director Jérôme Bernard, promote the broadcaster’s Games’ coverage by dramatizing just how close the games will feel to viewers of the channel in France.

Running with the copy line ‘The Winter Olympics Are Coming To You’, the campaign features commentary from well-known France Télevision commentators Choupin and Mathieu Crepel as a snowboarder competes: he starts his race, flies down the slope executing extraordinary jumps and then heads to the finish line before crashing through the television screen.

Launched on 24 November, the spot aired cross all France Télevision media channels from the 100 days to go point and runs until the start of the Games – which take place in Beijing between 4 and 20 February 2022.

The campaign was created for France Télévision’s Creative Director Éric Rinaldi by a team at agency MullenLowe France which included agency managers Philippe Adenot and Charlie Bouchet, Creative Directors Antoine Colin and Jordan Lemarchand, Copywriter Romain Duler and Artistic Director Bastien Bourdier.

The director was Jérôme Bernard with Production Company L’Esemble Production with Producer Benjamin Przespolewski.

Comment

This Winter Olympic work follows in the footsteps of France Télévision’s Tokyo 2020 Summer Games’ ‘We Will Rock You’ campaign and its ‘Taiko Tokyo/Sumo’ film and idents.