Overview
- First broadcast on Dec. 6 on TF1, the 2:30 story of a misunderstood wolf has spread internationally, with recent reports citing cumulative views in the hundreds of millions.
- Streaming of Claude François’s 1974 track "Le Mal-Aimé" spiked after the ad’s release, with Spotify reporting a 217% global increase and Luminate noting larger multipliers and fresh traction in the U.S. and Europe.
- Montpellier-based Illogic Studios created the animation with agency Romance, mobilizing about 70 artists over several months and explicitly avoiding generative AI.
- Intermarché’s leadership frames the campaign as a deliberate alternative to AI-made holiday ads by multinationals and as a choice to support French creative labor.
- The company says a plush toy of the wolf is coming, and Illogic is developing a longer-form project in the style of the short with Mandarin & Compagnie.