Publicis has created a pounds 2 million TV campaign for the launch
of Boursin Naturel, a new cheese which contains only cream, milk and
The purity of the cheese is contrasted with the not-so-pure lifestyle of
the young woman who stars in the commercial.
She is seen lazily getting out of bed and going to the kitchen, leaving
her com-panion snoozing. While she is happily spreading a generous
amount of Boursin Naturel on to a baguette, the front door opens and a
man walks in.
The woman seems detached and mildly amused, but unperturbed by the
situation, leaving the audience wondering what is going on.
Van den Bergh Foods, the manufacturer of Boursin, is targeting women in
their late twenties and early thirties. The ad is deliberately ambiguous
and delivers a different tone from the brand’s established line: ’Du
vin. Du pain. Du Boursin.’
The new cheese differs from other Boursin products, and one of the
principal objectives of the ad is to draw attention to this difference,
emphasising the product’s pure taste. Boursin Naturel contains no garlic
or herbs, unlike the original product.
The commercial was written by Paul Quarry and art directed by Jamie
It was directed by Olivier Venturini through Planete in Paris.
Publicis’s last work on the brand was a series of three ten-second spots
for Boursin’s coated dairy products which ran on television last
Quarry said: ’We wanted to give the new product a contemporary, urban
Media buying for Boursin, which is owned by Unilever, is through