A father walks in. His child looks up and screams, doesn’t recognise him. The father picks up a copy of L’Équipe, holds it in front of his face. The child looks at the page, stops crying immediately. “Oh, c’est toi papa.” And hugs him through the newspaper.
One of the most charming and precise insights in French advertising: L’Équipe readers know the faces in the paper better than they know the people in the room.
