Ad of the Day | Rosa Paris and SNCF Connect Unveil the Story of a Life-Changing Journey in The Dancer

Mar. 11, 2025

The goal? To continue the narrative centered on the brand’s genuine connection with its customers while highlighting SNCF Connect’s ability to play an essential and human role in people’s lives.

Once again centered on the idea of finding yourself, this new chapter takes the story even further, exploring our innate desire to step outside of our comfort zone to truly feel like we belong. Directed by the talented Katia Lewkowicz (Grand Bazar), the film follows Zac, a 17-year-old with a secret passion for dance but who’s stuck in his daily routine – until a simple train booking completely changes the course of his life.

Talented, yet held back by self-doubt and the lack of support from those around him, Zac gives up on an audition for a prestigious dance company. But for his brother, seeing Zac’s distress is a wake-up call.  Taking matters into his own hands, he books him a train ticket to his audition.

Once again, SNCF Connect is more than just a service – it’s a gateway to new possibilities. Booking a train ticket becomes the starting point of a new beginning, a way to (re)connect with yourself, to (re)take control of your destiny, to find yourself again.

Marie Perrin, Brand Director of SNCF Connect said:

"This new campaign follows the brand image shift we began in 2023 for SNCF Connect. Being an app that makes access to sustainable mobility—especially trains— simple, is, of course, our core value proposition. But being in the pockets of over 20 million users is also an opportunity to connect with them in a more personal  way. We chose to share an experience that will resonate with everyone: that moment when you decide to book  the train ticket that could change your life. With its music, authentic tone and the beautiful choreography, this film almost feels like a music video."

 

The new film shows how music plays a key role in creating emotion. Luidji’s song Monde serves as the voice-over, shaping Zac’s destiny and drawing viewers deeper into his world.

Jean-François Sacco, Co-founder of Rosa Paris said:

“Ultimately,  the strength of SNCF Connect is its ability to change the course of a life with just one click, isn’t it?

 

Officially launching on March 7, the campaign will be featured on TV and in cinemas, with two long-format versions - 85 seconds and 40 seconds. Shorter 30-second and 20-second versions will also be broadcast via video on demand. The campaign will also include around 20 pieces of exclusive social media content, which will be released throughout the year.