Ad of the Day | Intermarche Delivers a Surprise Contender for the Year's Best Animated Christmas Film

Dec. 16, 2025

Since 2017, French supermarket chain Intermarché and creative agency Romance have created campaigns that have become cultural events in their own right, widely awarded for both craft and effectiveness. This year, they're pushing their cinematic ambition even further - into full animation.

Partnering with WIZZ and the Oscar-nominated studio Illogic, Intermarché has created "Unloved" (Le Mal-Aimé), a fully animated Christmas film. The choice of animation isn't a departure from their signature approach - it's an evolution that allows the brand to explore new creative territory while maintaining the emotional storytelling that has defined their work.

"Unloved" tells the story of a young boy who receives a wolf plushie for Christmas. But wolves are scary - unless they learn to eat better. Through the child's imagination, audiences are transported into a fully animated wonderland where a misunderstood wolf discovers that changing what you eat can change how others see you.

Animation Led by Oscar-Nominated Directors

The 100% French production brings together exceptional creative talent:

Animation by Illogic (WIZZ) - The Montpellier-based studio (Victor Caire, Lucas Navarro, Théophile Dufresne) was previously nominated for an Academy Award for their short film "Garden Party." Their photorealistic animation style has earned international acclaim.

Live-Action Direction by Nadège Loiseau (DIVINE) - Known for feature films including "Une belle histoire" and "Trois fois rien."

Music - The campaign features Claude François's iconic French song "Le mal-aimé" (Unloved), adding an emotional layer that resonates across generations.

Why This Campaign Stands Out This Christmas?

In a season saturated with holiday advertising, "Unloved" distinguishes itself through:

• A meaningful narrative: The film weaves themes of acceptance and transformation into Intermarché's core commitment to better eating, closing with the endline "We all have a reason to eat better" ("On a tous une raison de mieux manger")
• Cinematic craftsmanship: Over 50 specialized artists worked on the animation, from character designers to lighting supervisors, delivering feature-film quality