Boursin pays tribute to French art house cinema as part of a year-long sponsorship of Film4.
The quirky idents feature brooding French couple Audrey and Alain and put a spin on the specialty cheese brand’s strapline with "Du pain, du vin, du 9pm Film sponsored by Boursin". The campaign is aimed at making Boursin synonymous with indulgent snacking as people treat themselves during the evening movie.
The ads were created by Tony Durston at Y&R London. The multi-million pound deal – the brand’s biggest ever TV sponsorship – was brokered between OMD UK and 4 Sales.