FRANCE: The Art of Seduction - What does Ducolax have in common with Ikea? Both ran ads which appealed to the public as well as France's creative community. But which ads flopped? Three creative chiefs offer their verdicts.(Brief Article)

Pierre Berville president, Callegari Berville Grey

This year I judged two awards ceremonies: the Clios and the French Advertising Festival, in Meribel.

Meribel is considered a credible short-list for successful French work at Cannes, and not one French campaign won a Clio this year. When comparing the winners, there are huge discrepancies. In terms of style, taste, audacity and cultural reference, no similarity can be found between the best of last year's French work and the criteria for international recognition.

So pessimists are already forecasting another French fiasco at Cannes.

Yet Meribel awarded campaigns that were witty, elliptical and transgressive.

Commercials such as Ikea by Leagas Delaney Paris Centre, Charal by Leo Burnett …