Bruno is in love with Françoise. Françoise left him for his best friend. Bruno has just won the Loto. Rather than wallow, he uses a substantial portion of his winnings to book prime-time television airtime – for an entire week – to address her directly through the screen.
The format was unlike anything French television had seen. Each episode was a new message to Françoise, broadcast into millions of living rooms with no product shot, no voiceover, no conventional advertising logic. Just Bruno, a camera, and an increasingly elaborate campaign of public mock-devotion aimed at the woman who left him. He is not trying to win her back. He is making her watch. The series ran across nine episodes.
The disruption was total. VHS-style footage aired in prime time where polished brand films had always run. Viewers followed it like a soap opera. The format was radical in 2002 and remains radical now.
