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TBWA recreates 50s Paris for fcuk.(TBWA/London)(Brief Article)
TBWA/London has recreated 50s Paris chic in its new cinema and print work for fcuk, using footage from the short film Je T'aime John Wayne, created by Toby McDonald last year.
The 60-second black-and-white commercial, called 'Vive le fcuk', features a young British man obsessed with Gallic cool.
He lives out his dream of being the cinema icon Jean Paul Belmondo by smoking Luckies, wearing loud suits and acting like the characters he idolises.
In his fantasy, he falls in love with a beautiful girl, and they race around the streets together.
Neither of the pair actually wear clothes from French Connection.
However, the film sums up the brand essence of the fashion retailer, according to TBWA's chairman, Trevor Beattie, who adapted the film along with the art director Bil Bungay. The commercial finishes with the strapline: 'French Connection. United Kingdom. Vive le fcuk!'
Running in cinemas from 13 September, the ...
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- Magazine article from: Marketing Fletcher, Winston November 22, 2001 700+ words
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- Magazine article from: Precision Marketing Balmond, Sarah April 9, 2004 700+ words
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- Magazine article from: WWD Finn, Kristin May 23, 2003 700+ words
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- Magazine article from: Advertising Age Jardine, Alexandra July 19, 2004 700+ words
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- Magazine article from: WWD Conti, Samantha September 13, 2004 700+ words
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French Connection (UK) has...its 'Vive le Fcuk' campaign...cities where Fcuk has flagship...promotions. French Connection stores will...see 'Vive le Fcuk' again because...executive of the French Connection Group, said...