Before facing the camera, Thierry Ardisson was behind. Or rather, at the head of the commercials broadcast on the small screen of the French. Indeed the animator started at the launch of the advertisement on French television, after 1968, before becoming the TV man that everyone knows. On France 3 this Friday, June 2, the companion of Audrey Crespo-Mara will compile more than 400 short films in a nostalgic documentary entitled “The Golden Age of Advertising”. A project that he mentioned to our colleagues at Telestar. The opportunity for him to remember these golden years of advertising in France.
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Nostalgia, lots of nostalgia
“I was lucky to know the golden age of advertising, then that of TV, when we were creative and free”, he remembers nostalgically. In particular because things have changed today according to him: “Today, we don’t dare to say anything anymore. If you use ecology or feminism as the pivot of an advertisement, behind it is illico a thousand reports to Arcom, not to mention social networks!”
Anyone who has wanted to jump out of a window in the past laments the fact that “the announcer freaks out and stops everything”. “It’s part of a general evolution. Advertising takes fewer risks because society takes fewer risks, and that can also be seen in TV programs or in the cinema”, he adds. And Thierry Ardisson has an example in mind to support his words. Indeed, the former host of Canal + And C8 notes that French artists, such as “Marion Cotillard”, are still present to agree to shoot in certain commercials. But “it’s for major cosmetic brands” he regrets.
Thierry Ardisson subtly attacks Blanche Gardin
For him, the time when Dalida or Le Luron “were advertising an air freshener, Bernard Blier for camembert or Alice Sapritch for an oven cleaning product, it’s over”.
Moment then chosen by the host to drop a tackle on Blanche Gardin following his recent remarks against “LOL, who laughs, comes out!” (the comedian refused to participate in the Prime Video program against a nice check: editor’s note): “Now if you asked popular comedians, other than Blanche Gardin, I don’t think they would turn down a nice check to sell a product,” he quips. However, he assures us that today’s advertisers “have less recourse to the process of the star”.
RF