The first time I saw the Carrefour spot I was surprised, one is not too used to an advertising agency shooting itself in the foot with communication actions like Carrefour's. It is risky and somewhat of a tightrope walker. Not because of the campaign itself, which in my opinion is excellent as a value proposition, they have found in the emotional differential fact of the manufacturer brands their option to sell their brand, hats off, since it hits the nail on the head of the rationale of the white label purchasing process and represents a clear counterattack against those manufacturer brands that value superior quality as a tangible element of premium price.
As a campaign, a ten.
