PARIS, FRANCE — In France, if there is one person that everyone agrees on, it’s definitely Johnny Hallyday, aka the French Elvis. During his long and storied musical career, Johnny sold more than 110 million records. His concerts gathered a total of more than 29 million spectators. He earned 10 Victoires de la Musique – the French Grammy Awards. But what makes him really unique is his ability to unite French people of all creeds and horizons and cross over multiple generations with his music… and to last through the years. Even 4 years after his death, he remains very dear to French people’s hearts.
And because Christmas is the season when people feel the urge to be together the most, this year Bouygues Telecom wanted to pay a tribute to him and to all his fans everywhere in France. A good way for the telco company to celebrate what brings us together and also to bring some rock’n’roll music into people’s homes.
Stephane Xiberras, President and Chief Creative Officer of BETC, says: “Through the years, music has become a key part of Bouygues Telecom’s ad campaigns, especially at Christmas. This time, the music becomes the main actor, with the help of Johnny Hallyday, to express the joy of being brought back together.”
Creating the commercial was a fantastic endeavour, that implied a close collaboration from the brand, the agency, the production, and the music company, under the supervision of General Pop. Syncing one of Johnny’s most famous songs “La Musique Que J’Aime” was quite an achievement. As were collecting all the memorabilia (posters, records, video clips, collectibles) that appear on-screen and display the strong bond that people have with his legacy. And of course, all of the actors in the film were selected among die-hard fans of the late singer.
Tanguy Moillard, Communications Director at Bouygues Telecom, adds: “A moment of sharing that would not have happened without the performance of Bouygues Telecom’s mobile network. Because at Christmas, like all year round, the quality of the 4G/5G mobile networks of Bouygues Telecom helps French people stay in touch with those that they want to be close to, wherever they are.”
The TV spot was directed by Rudi Rosenberg and produced by Division. A social media activation completes the operation to allow people to share their own rendition of “La Musique Que J’Aime” to create a big collaborative music video.
CREDITS
Brand: Bouygues Telecom
Brand Managers: Tanguy Moillard, Anne-Laure Dreano, Amandine Begasse
Agency: BETC
Agency Managers: Bertille Toledano, Mathieu Laugier, Sophie Roberts, Camille Menard
Executive Creative Officer: Stephane Xiberras
Creative Director: Olivier Aumard
Art Director: Rayhaan Khodabux
Copywriter: Remi Campet
Production Director: Fabrice Brovelli
Music Creative Director: Adam Ghoubali
Music Supervisor: Seril Farran
Strategic Planner: Alexandre Ben Soussan
Traffic Manager: Nathalie Sanseigne
Creative Producer: Sebastien Lintingre
Production Company: Division
Sound Company: GUM
Director: Rudi Rosenberg
