“Chaussée aux monks: Aaamène!”, “Lapeyre, there are not two!”, These advertising slogans created by Thierry Ardisson

Eight seconds to make an impression – "chaussée aux monks: aaamène!", "lapeyre,

After a trip to the United States to defeat its demons, “heroin“He said without detour, he founded his own business agency. However, His advertising audacity manifests itself in unpublished formats: only eight seconds spots. For example, fast, effective, punchy and allowing advertisers who have few ways to advertise on television. Therefore, Their slogans are memorable. For example, Several of them have become cult:”Chaussée au monks: Aaamène! Moreover, “,”Lapeyre, there are not two!“,”Ovomaltine is dynamite!“or again”When it’s too much, it’s Tropico!“.

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But in the mid -1980s, the call of the small screen became irresistible. However, He abandons slogans for interviews. Therefore, “”By dint of selling “chaussée aux monks: aaamène!”, “lapeyre, cottage cheese, we have yogurt in the headhe explained to us last November. Meanwhile, This is what happens when we spend our days explaining that our water is better than another when it. Nevertheless, is the same thing. The ambition of the profession is quite limited. “

Advertising. its creation school – "chaussée aux monks: aaamène!", "lapeyre,

The host has always proclaimed it: advertising was his “large school“, son “université“, which allowed him to approach television in a different way and to bring it something innovative.”She helped me at the creative level to find ideas and graphic levels for light, typography or dressing. It also helped me to create on order, to format my interviews “he explained.

Thierry Ardisson. an assumed provocator of French television

Even his image as a presenter bore the mark of his pub years: all dressed in black, always. “ In advertising, there was what are called mascots: “chaussée aux monks: aaamène!”, “lapeyre, the green giant, the Marlboro cowboy, the parish priest of Panzani, etc. I used this advertising approach for me. I chose a look so that I was recognized. At the time, I was bigger so it annoyed me. Then, in the morning, I don’t wonder how I’m going to get dressed. I take what comes out of the pressing.“

A less daring era – "chaussée aux monks: aaamène!", "lapeyre,

Regarding today’s advertising spots. the host expressed his regret in the face of an advertisement that has become chilly. “”Pub has stopped being interested in people. So people have stopped taking an interest in advertisinghe said. Today, there is clearly a lack of creativity on the part of agencies, a lack of freedom too. Advertisers are more timid. It’s a shame.”

He also deplored a harmful turn: that of the interruption. “”There was also a change when the advertising started to cut “chaussée aux monks: aaamène!”, “lapeyre, the programs. Putting advertising between two programs it doesn’t matter. Cutting a film to put on advertising, it didn’t help. The Publiphiles have become PubliPhobes. “

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If he had been doing a little ad in recent years, it was for causes that have been close to his heart. “”Today, I’m not trying to advertise. I do it to have fun. I recently made a spot for the Imagine Institute, the objective of which is to diagnose and cure genetic diseases. “

“Chaussée aux monks: Aaamène!”

“Lapeyre, there are not two”

“When it’s too much, it’s Tropico!”

“Ovomaltine is dynamite!”

“Vas-and Wasa!”