A big name in advertising at Cannes Lions talks to us about advertising, without advertising.
Double Kiss Cool effect. Talking about advertising with Rémi Babinet is the definition of the double Kiss Cool effect. We learn a lot about advertising and our eyes are opened to a better understanding of the advertising world. Rémi Babinet is the father of slogans like "Come as you are" for McDonald's; "Making the sky the most beautiful place on Earth" for Air France, or the "Live Young" campaign for Evian, that of Lacoste with "Play Big" and the "double Kiss Cool effect", entered into everyday language as an expression. In short, the president and founder of the BETC agency, voted the most creative agency in the world in 2024, is also the author of No advertising, thank you , a 1,200-page book published by JBE Books which sweeps through the history of advertising, its advertising, its inspiration, creation, impact..., in an innovative format. He will be at the table of three conferences during the International Festival of Creativity, Cannes Lions , which is held in Cannes from June 16 to 20. Interview.
What is your definition of advertising? In my opinion, it's the art of convincing, of changing someone's perception in a very short time. By using truths. Because the advertiser is not a charlatan: the profession is extremely regulated. We don't do just anything.
In general, we try to avoid advertising. How do we impose it? Advertising is unpopular because it is invasive. Hence the message on our mailboxes, "No advertising, thank you," which inspired my book. We are witnessing an astronomical multiplication of possible points of impact to reach people. Newspapers, posters, web, TV, radio, social networks... This phenomenon leads to an impoverishment of resources. In the end, we have a lot of low-quality ads. To stand out, we are doubling our creativity.
Does advertising still serve the brand? It's even essential to the brand and must be personalized. In its format and in its message. A good advertising campaign, with truths highlighted in a funny, offbeat, or suggestive way, will be impactful.
What do you think is the best medium for spreading your message? I would say that television is the most unifying medium in terms of viewer diversity, unlike social media, which fragment society. We can also mention print and billboard advertising, which, according to recent studies, have a longer-lasting impact on people.
Do advertising and journalism go hand in hand? Yes, because newspapers reflect society. They contain news, advertising, and commercials—in short, they are the expression of democracy.
Which brand would you like to work with? A major sports brand would be a dream...
He's not chasing after it, of course, but he can do it! Remember that Rémi Babinet has sold water, polo shirts, Kiss Cools, cars, and yogurts, but didn't advertise his book during this interview. Yet, we desperately want to read it now. It's powerful. What else?
Find him at the Cannes Lions conference this Monday, Wednesday and Thursday.
And at a signing of his book No Advertising, Thank You , at the Fnac in Cannes this Wednesday.
Var-Matin
