French children's clothing brand Petit Bateau has created a new spot
Posted: Tue Jan 07, 2025 8:59 am
Petit Bateau is a company that has been making children's clothing since 1893. Petit Bateau's latest ad is a test of sorts , in which a zip-up sweatshirt is put through a series of sewing challenges during a day in the life of an energetic little boy.
Petit Bateau is back in the lead thanks to BETC's latest ad, a kind of torture test, as Stéphane describes it, in which a zip-up sweatshirt is put through a series of sewing challenges during a day in the life of a spirited little boy. Unusually, the ad is shot from the sweatshirt's point of view. The music is the 1977 punk hit Ça avion pour moi by Plastic Bertrand.
https://www.adforum.com/
“BETC has an idea every five minutes, some of which we accept and armenia phone number some of which we don’t,” says Stéphane Wargnier , the brand’s image and communication director . “In that sense it’s a real collaboration. This time they came up with four or five possible scenarios. We chose this one because it not only shows a small, spontaneous and active child, but it also demonstrates the quality of the product .” The ad is almost a music video, and Stéphane confirms that it was edited so that the music matches the tempo of the song. “At first we had another song in mind, but this one was much more suited to the idea. We wanted to do something quick.” There are several different editions – for mobile devices – and also a couple of spin-offs. “We planted some stuffed toys in the location that could become the subject of a virtual treasure hunt later on,” reveals Stéphane. “Naturally, you can also see the sweatshirt that is the star of the show in the windows of the Petit Bateau stores. As a parent, I have to ask: could it really survive everything that happens in the ad?”
From the beginning, Petit Bateau's children were not children dressed like little adults, she says. They have always been wild and mischievous. While adult brands often created clothing for children, Petit Bateau was so popular that it was able to launch an adult line in 1994.
Petit Bateau is a low-cost brand that makes clothes for children and babies, but it requires a rigorous approach to ensure that the garments are soft, that they do not cause allergies, that there will be no problems with them.
Petit Bateau still employs 1,000 people at its factory in Troyes, in north-east France, although it admits that most of its clothes are made in Morocco and Tunisia. In terms of its customers, it is loved in France and well known across Europe, but its second-biggest market overall is Japan. The adult line does particularly well there, says Stéphane. They see it as French chic.
When the agency first came on board, they took the idea of the naughty child. Everyone in France still remembers a 1996 spot with a Jacques Dutronc song, where the lyrics list all the things that well-behaved children should not do, and we see the Petit Bateau children doing them.
Petit Bateau is back in the lead thanks to BETC's latest ad, a kind of torture test, as Stéphane describes it, in which a zip-up sweatshirt is put through a series of sewing challenges during a day in the life of a spirited little boy. Unusually, the ad is shot from the sweatshirt's point of view. The music is the 1977 punk hit Ça avion pour moi by Plastic Bertrand.
https://www.adforum.com/
“BETC has an idea every five minutes, some of which we accept and armenia phone number some of which we don’t,” says Stéphane Wargnier , the brand’s image and communication director . “In that sense it’s a real collaboration. This time they came up with four or five possible scenarios. We chose this one because it not only shows a small, spontaneous and active child, but it also demonstrates the quality of the product .” The ad is almost a music video, and Stéphane confirms that it was edited so that the music matches the tempo of the song. “At first we had another song in mind, but this one was much more suited to the idea. We wanted to do something quick.” There are several different editions – for mobile devices – and also a couple of spin-offs. “We planted some stuffed toys in the location that could become the subject of a virtual treasure hunt later on,” reveals Stéphane. “Naturally, you can also see the sweatshirt that is the star of the show in the windows of the Petit Bateau stores. As a parent, I have to ask: could it really survive everything that happens in the ad?”
From the beginning, Petit Bateau's children were not children dressed like little adults, she says. They have always been wild and mischievous. While adult brands often created clothing for children, Petit Bateau was so popular that it was able to launch an adult line in 1994.
Petit Bateau is a low-cost brand that makes clothes for children and babies, but it requires a rigorous approach to ensure that the garments are soft, that they do not cause allergies, that there will be no problems with them.
Petit Bateau still employs 1,000 people at its factory in Troyes, in north-east France, although it admits that most of its clothes are made in Morocco and Tunisia. In terms of its customers, it is loved in France and well known across Europe, but its second-biggest market overall is Japan. The adult line does particularly well there, says Stéphane. They see it as French chic.
When the agency first came on board, they took the idea of the naughty child. Everyone in France still remembers a 1996 spot with a Jacques Dutronc song, where the lyrics list all the things that well-behaved children should not do, and we see the Petit Bateau children doing them.