Boursin brings back "Du pain, du vin, du Boursin" strapline

LONDON - Boursin, the French soft cheese, is bringing back its famous "Du pain, du vin, du Boursin" strapline in a new TV campaign created by Rainey Kelly Campbell Roalfe/Y&R.

The brand campaign, Boursin's first for 10 years, sees a couple frolicking in a field of wheat before settling down for a romantic picnic, of Boursin, fresh bread and wine.

But, as the French voiceover delivers the line "Du pain, du vin, du Boursin" endline, the cheesy scene is suddenly interrupted.

The camera pans out and the final words "Du tracteur" are delivered, revealing that the happy couple are within inches of being mowed down by a combine harvester.