A French supermarket’s Christmas ad is making waves around the world. Unlike many big brands, it connects with people in a real and heartfelt way, all without using generative AI.
The two-and-a-half-minute film, titled “Unloved” (Le mal aimé), features a lonely wolf. Feared by other animals, he decides to change his ways. Instead of hunting, he learns to cook vegetables and brings a homemade dish to a Christmas feast. This act leads to friendship and acceptance.
The animation is warm and captivating. Live-action scenes show a child listening to the story during Christmas, adding a cozy touch. Although it seems like a simple children’s tale, its message resonates widely. Within days of its release, the ad gained millions of views globally. It inspired fan art, emotional posts, and a sense of connection among viewers, many of whom see their own struggles reflected in the wolf’s journey.
Creative director Julien Bon from Romance, the agency behind the ad, noted how the story of transformation speaks to everyone’s desire for change. Senior copywriter Victor Chevalier emphasized that viewers appreciate the genuine emotion in the ad, especially in a time when many digital ads rely on AI. “AI cannot create stories,” he pointed out. “We create stories.”
What sets “Unloved” apart is the time spent on its creation. Months of hard work went into every detail, gesture, and expression. In a world of slick, AI-generated ads, this handcrafted approach has resonated with audiences, who cherish the authentic artistry behind it.
The emotional depth of the ad is heightened by the classic French song “Le mal aimé” by Claude François, which has seen a revival as people connect with its nostalgic feel.
While Intermarché aims to sell groceries, the makers of the ad had a broader goal: fostering a sense of unity in a fragmented world. The wolf’s journey from outsider to accepted guest reflects a universal longing for empathy.
The ad’s popularity continues to grow. People across Europe and the U.S. are sharing subtitled versions and expressing a wish for it to be a full-length feature rather than just a short ad. For a supermarket ad in 2025, this level of impact is notable.
As Maïté Orcasberro, Deputy Managing Director at Romance, put it, “It’s not really about food; it’s about being understood.” This sentiment captures why “Unloved” has touched so many lives, reminding us of the importance of stories that resonate with our shared human experience.
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Business, Christmas, Entertainment, World news, General news, Article, 128377191
