Ad Freak contends France made serious media history yesterday when at the stroke of midnight they officially lifted a ban preventing gaudy supermarket ads from chafing the eyes of its chic denizens. The moment was consummated when, moments after the ball drop into ’07, an ad for cheap Systeme U washing powder debuted on the TF1 and M6 channels.
Opinions range from optimism as France makes a friendly leap toward the 21st century, and outraged notions of culture bastardization and handicaps for small businesses.
Cheery allies for the lift include Serge Papin, chairman of Systeme U. “This is a great opportunity,” he said. “We have everything to gain from it.” Well, obviously.
The release of the ban comes shortly after publicized concerns over the rampant commercialization of the Champs-Elysees, a wonderstreet rapidly devolving into strip mall fare. Looks like the charmed sophisticate haven is losing ground to, dare we say it? McDonaldization? Or is that a battle that’s already been lost? Sometimes we fall behind.
