In 2015, Carel revealed a new campaign signed by Hervé Plumet, with a impertinent and mischievous tone going against the current flow in a very “new wave” style. “I don’t know if you’ve noticed, women who read are always a bit mysterious, attractive…”.
The masculine voiceover from Carel’s latest movie sets the tone, resolutely inspired by the “new wave”. A 1960s atmosphere, where the long-winded text accompanies sketches showing a woman manifestly more interested in reading her book than in the advances of this very “truffaldian” suitor. This one-minute web spot, developed in fifteen-second formats for the movie theatres, is completed with a press campaign and billposting that combine elegant visuals and catchphrases inspired by the tone of the movie. He points out his stance while openly playing the mind card.rit.