Havas Paris - Greeting Card 2014 - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is peak 'French ad agency'—arty, a little weird, and undeniably cool. It's a pure creative flex. They're not selling, they're showing off their thinking with these bizarre, hairy number-agents. It’s memorable and strange, which for its industry-insider audience, is exactly the point. It makes them look clever and confident.”
Quick Summary
To mark the start of 2014, Havas Paris created a surreal and stylish film that ditches the standard agency reel. Instead, it uses two quirky, hair-headed characters on a mission to physically erase every trace of '13' and replace it with '14' across Paris, framing the agency as a relentlessly creative force ready to shape the future.
Executive Summary
Havas Paris's 2014 greeting card is a smart exercise in brand building that understands its audience perfectly. Rather than a typical agency sizzle reel showcasing past client work, it delivers a standalone piece of creative entertainment. The film functions as a mission statement, positioning the agency not just as a service provider, but as an active, and slightly obsessive, creative partner.
The core insight is that the New Year represents a forceful, active desire for change. It’s not a passive drift from one date to the next, but a conscious effort to wipe the slate clean. The agency translates this universal feeling into a tangible, surreal quest. The execution follows a clear Setup-Build-Payoff structure. The setup introduces our two bizarre protagonists—men in suits with giant, hairy heads—and their singular goal: replace the number 13 with 14. These figures are the untamed id of the creative department, let loose on the city. The 'Build' is a hypnotic montage of them carrying out their mission across Paris. This repetition is key; it demonstrates a relentless, almost fanatical dedication to the task at hand, a desirable trait in a creative agency. They alter everything from supermarket prices to lottery posters, showing that their creative vision applies to all facets of life, big and small. The driving, lo-fi rock soundtrack enhances this feeling of rebellious, forward momentum. The 'Payoff' is dual. First, the visual of the characters riding off into the Parisian night, leaving a trail of '14's in their wake, provides a satisfying conclusion to their journey. Second, the final logo reveal—'H14RIS'—connects the entire symbolic journey back to the brand in a clever and memorable way. The whole film becomes a metaphor for what Havas wants to do for its clients: aggressively usher them into the future.
The debrief for any other agency watching this is clear: self-promotion should be an opportunity to demonstrate creativity, not just list credentials. By creating a piece of culture, however niche, Havas Paris makes a far more powerful statement about its capabilities than a case study montage ever could. It’s a confident, stylish, and strategically sound piece of communication.
Theme Keywords
Brand Position
The relentlessly imaginative partner that will forcefully shape the future for your brand.
Brand Archetype
Jester
Creative Game Plan
Embody the transition to the new year as a surreal, obsessive mission to physically erase the old and install the new.
Diagnosis: Issues & Solutions
Primary Issue: Emotional Connection
The Problem:
The film's relentless focus on its clever concept and cool, surreal aesthetic keeps the audience at an intellectual arm's length. It's admired for its craft but doesn't forge a warmer, more human connection.
The Solution:
Incorporate a single, brief moment of human acknowledgment. For instance, have one of the hairy figures make eye contact and share a subtle, knowing smile with a passerby who witnesses their absurd act, adding a touch of warmth and inclusivity.
Secondary Issue: Clarity of "What's Next?"
The Problem:
The film does its branding job well but offers no clear pathway for a potential client who is impressed by the work. The call-to-action is purely atmospheric, relying entirely on the viewer's initiative.
The Solution:
Add a simple, elegant URL to the final frame (e.g., havasparis.com/freshstart). This provides a direct, low-friction next step for prospects, leading them to a curated portfolio or a thought-leadership piece about the year ahead.