EFAP Cannes - Rencontre avec le mannequin Baptiste Giabiconi

Why Intermarché’s advertising is a hit (and what it says about today’s marketing)

For the past few days, Intermarché’s Christmas advertisement has been making waves around the world, emerging as a true viral phenomenon. Widely shared on social media, commented on by the international press and creatively reinterpreted by users, it has established itself as one of the most successful advertising campaigns in recent years. But why has this campaign resonated so strongly? And what does it reveal about today’s marketing challenges, in an era shaped by AI and virality? Let’s break it down.