Intermarché's Christmas ad, 'Le Mal-Aimé', has captivated the world with over 600 million views on social media since its release on December 6. This animated short, produced by a French studio without using AI, features a wolf learning to cook vegetables to fit in. The success highlights the talent of the French animation industry.
Intermarché's 'Le Mal-Aimé' ad, aired on December 6, 2025, just before the Miss France election on TF1, tells the story of a wolf shunned by forest animals due to his carnivorous habits. On a hedgehog's advice, he learns to cook vegetables and hosts a shared dinner, promoting 'better living together.' This two-and-a-half-minute animated short, produced by Illogic Studios in Montpellier, involved sixty artists over six months, using traditional techniques to evoke genuine emotion.
Founded in 2018, Illogic Studios created this 100% French and human film, eschewing artificial intelligence, unlike recent campaigns by Coca-Cola and McDonald's. 'All the drawings are done and painted by humans, in a traditional way,' explains co-founder Lucas Navarro to AFP. The concept originated from the Paris agency Romance, which developed the marketing strategy with Intermarché. Its CEO, Christian Lichtenstein, rejoices: 'We've completely lost control of the situation,' in an interview on BFM Business.
The success has been explosive: over 600 million views on social media, shared by global influencers. The soundtrack, 'Le Mal-Aimé' by Claude François, saw listens multiply by thirty on Deezer in one week. Thierry Cotillard, president of the Mousquetaires group, enthuses: 'Our 'mal-aimé' Wolf, now loved by the whole world!' French and international viewers praise its quality, some calling it a 'masterpiece' worthy of cinema.
Responding to the buzz, Intermarché announces production of a wolf plush toy, made in France or Europe, for a quick launch. The studio is also preparing a feature film in the same style, co-produced with Mandarin & Compagnie. This triumph boosts the visibility of French animation, already internationally acclaimed, as with 'Garden Party' nominated for an Oscar in 2018.
