The Drum Awards for Marketing - Extended Deadline

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Agency: Buzzman
Date: Sep 2018
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French bank Boursorama has bravely faced up to the questionable efficacy of banner ads by turning a man who dares to click on an online unit into a Hollywood hero.

The trailer for ‘The Man Who Clicked on a Banner Ad’ – a film we can safely assume will not be made in its entirety – pays homage to ads for thrillers such as Gone Girl and Vanilla Sky. But against the haunting piano riff and quick shots fading to black, our “ordinary man” is revealed as someone who just wanted to click on a banner ad.

The Hollywood voiceover declares he is “a man who saw what no-one else wanted to see, a man who dared to do what no-one else wanted to do and who dared to confront what the whole world was running from”.

As a click of a mouse is played out in dramatic slow-motion, the voice says: “Discover the story of a man who wanted to click on a banner ad.” The film was directed by Xavier Gens

The bank noted that the use of ad blockers has rocketed and in 2018, the average display advertising clickthrough rate stands at a mere 0.14%. However, the parody has been designed to promote Boursorama Banque’s latest offer: new customers who click on its ‘Pink Weekend’ banner ad until 11 September will be gifted with a €130 welcome bonus.

Credits

Managing Director Benoit Grisoni

Deputy Managing Director Aurore Gaspar

Marketing & Portal Director Xavier Prin

Marketing Communication & Digital Director Stéphanie Demmerlé

Head of Brand Communication Tounsia Amrani

Brand Communication Officer Victoria Théron

President and Executive Creative Director Georges Mohammed-Chérif

Vice - President Thomas Granger

Managing Director Julien Levilain

Creative Directors Victor Sidoroff & Mickael Krikorian

Artistic Director Assistant Rick Andersen

Associate Director Isaure Goetz

Account Director Laura Quiles

Account Executive Sacha Hanras

Account Executive Lola Pegoraro

Head of Strategic Planning Clément Scherrer

Social Media Manager Paul Gosset

Head of PR & Communication Amélie Juillet

PR & Communication Manager Paul Renaudineau

PR & Communication Assistant Suzanne Langlais

Rights Management Dee Perryman

Head of TV Production Vanessa Barbel

TV Production Benoit Crouet

Production Cream

Sound Production THE

Director Xavier Gens