Babybel's superhero spot brings mass consumerism to a frightening halt.
Set in a post-Fordist world in which there is junk food literally everywhere, the ad sees an army of superhero costume-wearing Mini Babybels invade the cityscape to show the public that "another life is possible".
The Babybel army proceeds to cause chaos across the city – which seemed fairly happy before the Babybel invasion – dismounting doughnut and pizza signs from high-rise buildings as consumers run in terror.
It ends as the gang stands atop an abandoned building, admiring the preservative-free city they have created.
It was written by Alexandre Girot, art directed by Julien Vergne and directed by Hervé De Crécy through Solab.