OREANDA-NEWS. A year after it launched its “J’optimisme” signature, Carrefour has just produced a new advert to continue celebrating this state of mind that it shares with its customers. Using the same committed tone which has featured in all of its advertising over the years, Carrefour has provided us with a manifesto in which the voice of a child talks about a realistic and proactive kind of optimism.

On 22 January, Carrefour will be unveiling its new advertising campaign, with a manifesto film about Optimism. As a way of embodying its hope in a better future, a child's voice is heard over a succession of fleeting images, illustrating moments of life in a light, humorous, fantastical and modern way. Music from rock band The White Stripes can be heard during the 60-second long advert, giving it a certain energy.

This optimism – firmly rooted in day-to-day life – provides our customers with the everyday encouragement they need to "do better and more with less", "not to waste anything", "to help one another", "not to compromise on taste or quality", "and to consume more effectively".

Produced by advertising agency Publicis K4, this new campaign will be broadcast starting Friday 22 January for a period of three weeks. It will be shown on national and digital TV stations, as well as in cinemas.

The follow-up to this first ad will be a series of themed films looking at the various solutions put forward by Carrefour to help its customers optimise their day-to-day lives.