{"id":2918,"date":"2026-09-23T11:56:20","date_gmt":"2026-09-23T10:56:20","guid":{"rendered":"https:\/\/clemencethune.fr\/?p=2918"},"modified":"2026-09-23T11:56:21","modified_gmt":"2026-09-23T10:56:21","slug":"brand-characters-advertising","status":"publish","type":"post","link":"https:\/\/clemencethune.fr\/fr\/brand-characters-advertising\/","title":{"rendered":"Une finale, quelques pubs et beaucoup de divagations."},"content":{"rendered":"

Dimanche soir \u00e0 la maison, sur la recommandation d\u2019un ami, je regarde la diffusion de la finale de basket f\u00e9minin France - USA.<\/p>\n\n\n\n

Comme j\u2019ignore les r\u00e8gles, je me renseigne sur le syst\u00e8me d\u2019attribution de points, et c\u2019est parti ! Les bords du terrain cern\u00e9s de panneaux en led clignotent dans tous les sens, si fort que je\nmanque presque tous les 3 points qu\u2019alignent les Fran\u00e7aises au second quart-temps. Suit une pause publicitaire qui me para\u00eet identique \u00e0 la premi\u00e8re et me laisse un ennui collant. Fin de l\u2019interm\u00e8de, je retrouve les joueuses et l\u2019obligation de me concentrer sur le jeu pour \u00e9viter d\u2019\u00eatre englouties par la pizza en 3d g\u00e9ante d\u00e9goulinant derri\u00e8re les silhouettes des athl\u00e8tes.<\/p>\n\n\n\n

Quelques jours plus t\u00f4t, je faisais une recherche d\u2019images autour des pubs illustr\u00e9es des ann\u00e9es 40 aux ann\u00e9es 70. Ma compagne m\u2019avait invit\u00e9e \u00e0 enqu\u00eater de ce c\u00f4t\u00e9 apr\u00e8s la lecture d\u2019un article sur le th\u00e8me de la cr\u00e9ativit\u00e9 visuelle des d\u00e9cennies pr\u00e9c\u00e9dant les ann\u00e9es 90 (en sous-texte : pourquoi c\u2019\u00e9tait mieux avant).<\/p>\n\n\n\n

Je ne l\u2019ai pas lu mais curieuse, alors j\u2019ai \u00e9cum\u00e9 pendant 3 heures avec une joie fr\u00e9n\u00e9tique, un bon paquet de r\u00e9clames publicitaires plus captivantes les unes que les autres. Mon affinit\u00e9 pour les visuels et les typos partag\u00e9e dans mon billet Design Inspiration #3 - Typography Snacks<\/strong><\/a>s\u2019est ouverte aux pubs adress\u00e9es \u00e0 la g\u00e9n\u00e9ration de mes parents et grands-parents.<\/p>\n\n\n\n

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Retour sur le match. 3\u00e8me pause pub. Un spot sort du lot, celui pour une c\u00e9l\u00e8bre marque de fourniture d\u2019\u00e9lectricit\u00e9. Le proc\u00e9d\u00e9 est assez simple, une h\u00e9ro\u00efne accumule des situations absurdes et catastrophiques, chaque mauvaise surprise \u00e9tant ponctu\u00e9e par la r\u00e9plique ironique \u00ab On vous avait pas pr\u00e9venue ?. En fin de spot publicitaire la marque affirme l'inverse : avec eux pas de surprise, sauf celle de d\u00e9couvrir que c'est moins cher qu'on le pensait. C'est compl\u00e8tement absurde et c'est tr\u00e8s dr\u00f4le.<\/p>\n\n\n\n

J'ai d'ailleurs pu lire dans un article que l'h\u00e9ro\u00efne Eva est le personnage central de leurs spot publicitaires depuis un certain temps,la marque construit ainsi une continuit\u00e9 qui rend le rapport \u00e0 celle-ci familier, comme une s\u00e9rie dont on attend le prochain \u00e9pisode avec impatience.<\/p>\n\n\n\n

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Pendant le match j'ai remarqu\u00e9 aussi un coq vert en 3d faire le tour du terrain sur les bandes led \u00e0 c\u00f4t\u00e9 des joueuses. C\u2019est surtout lui qui a d\u00e9tourn\u00e9 mon attention. J\u2019ai \u00e0 peine vu les Fran\u00e7aises marquer ! Par association d'id\u00e9es je me suis souvenue du super chat des c\u00e9r\u00e9ales de la m\u00eame marque, qui a \u00e9volu\u00e9 dans le temps mais qui a gard\u00e9 une attitude et un design super attachants.<\/p>\n\n\n\n

Tout comme Eva (le perso du fournisseur d'\u00e9lectricit\u00e9), ce gros f\u00e9lin s\u2019inscrit dans la continuit\u00e9 mais \u00e9galement dans l\u2019amusement et l\u2019encouragement. De quoi en faire une figure attachante. Pour les plus jeunes c\u2019est le copain imaginaire complice de stars du basket, qui nous invite \u00e0 relever les d\u00e9fis avec l\u2019\u00e9nergie d\u2019un tigre.<\/p>\n\n\n\n

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\u00c0 d\u00e9faut d\u2019avoir pu savourer enti\u00e8rement le match, je retiens de ce moment mes divagations et associations d\u2019id\u00e9es, ainsi que le plaisir renouvel\u00e9 de fouiller dans les productions pass\u00e9es pour y trouver inspiration et originalit\u00e9. Ces pas de c\u00f4t\u00e9 visuels et cr\u00e9atifs convoquent l\u2019imaginaire et l\u2019amusement. Sans doute est-ce ce que j\u2019attends entre 2 quarts-temps.<\/p>\n\n\n\n

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LED panels, vintage posters and a 3D rooster: what a basketball final taught me about recurring brand characters in advertising.<\/p>","protected":false},"author":1,"featured_media":2921,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nA Final, a Few Commercials, and Plenty of Digressions - Cl\u00e9mence Thune<\/title>\n<meta name=\"description\" content=\"LED panels, vintage posters and a 3D rooster: what a basketball final taught me about recurring brand characters in advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clemencethune.fr\/fr\/brand-characters-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Final, a Few Commercials, and Plenty of Digressions - 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