Supermarket Ad’s Misunderstood Wolf Captivates Global Viewers
A recent Christmas advertisement from a French supermarket has taken the world by storm, connecting with viewers on a profound level. The two-and-a-half-minute film, titled “Unloved” (Le mal aimé), created for Intermarché, presents a poignant narrative without the assistance of generative AI.
Overview of “Unloved”
The advertisement explores the journey of a solitary wolf viewed with fear by other forest animals. Determined to change, the wolf opts for a different path. He learns to cook vegetables and brings a homemade dish to a Christmas celebration, gradually finding friendship and acceptance among the animals.
Global Response and Impact
Since its launch in December, the commercial has garnered hundreds of millions of views worldwide, sparking fan art and heartfelt responses. Viewers have described the wolf’s transformation as reflective of their own struggles with belonging.
Creative Insights
- Creative Director Julien Bon stated the narrative is “a transformative arc” relevant to everyone.
- Senior Copywriter Victor Chevalier emphasized the emotional resonance behind the film, contrasting it with the increasing reliance on AI in advertising.
The Artistry Behind the Advertisement
The “Unloved” advertisement was meticulously crafted over several months, showcasing the dedication of a team of artists and animators. Their focus on detail, gestures, and expressions contributed to its authenticity and appeal.
Musical Influence
The emotional depth of the story is enhanced by the classic French song “Le mal aimé” by Claude François, which has experienced a resurgence in popularity as audiences connect with the ad.
A Broader Message
Intermarché’s goal with “Unloved” extends beyond promoting groceries. The creators aim to convey a message of unity and compassion in a world often marked by division. The wolf’s transformation mirrors a collective desire for empathy, especially pertinent in today’s algorithm-driven society.
Continuing Viral Popularity
The advertisement maintains its viral momentum across social media, with viewers sharing subtitled versions and expressing hopes for a longer film adaptation. For a supermarket advertisement in 2025, “Unloved” has showcased the power of storytelling that resonates on a human level.
As noted by Maïté Orcasberro, Deputy Managing Director at Romance, “It’s not really about food. It’s about being understood.” This captures the essence of a commercial that transcends traditional advertising, touching hearts globally.
