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Fred & Farid tackle family upheaval in challenging commercial for French retailer

La Redoute, a French retailer specialising in clothing and home decor, wanted to go the extra mile with its new advertising campaign and make an emotional connection with the viewer that really hits home.

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So rather than opting for a cliched and sentimental approach, this spot produced by Fred & Farid Paris draws inspiration from a more challenging topic: the upheaval of a family member leaving home.

Directed by French director and actor Géraldine Nakache, the short film explores intimate moments in the life of a blended family, and focuses on the relationship with two brothers, leading up to the day when the eldest finally leaves home.

With a refreshing combination of candour and nuance, the story draws you in and quickly engages your emotions, without ever making you feel manipulated. It's all part and parcel of the strategic platform developed and activated by Fred & Farid Paris, which put the focus on La Redoute's role in the family's life, "supporting them at every stage for the last 180 years".

Man and boy sit together at a bus shelter with a map displayed, while woman stands nearby looking at her phone
Two brothers sit in a teal-walled bedroom filled with posters and furniture, one packing belongings into a La Redoute cardboard box
Two brothers sit in a bedroom, with posters on the walls behind them, in a scene from the La Redoute commercial exploring family dynamics as an older sibling prepares to leave home
Woman with dark wavy hair wearing a light blue shirt, smiling slightly while standing outdoors near greenery and a building
A man and young boy sit on a bed reading together in a bedroom decorated with posters, a chess board and colourful bedding
Young boy lying down with arms behind his head, wearing a red shirt and denim jacket, smiling at the camera against a striped background
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