Comme-ci Comme-ca

Campaign idea

The #1 song was actually a commercial The goal: emphasizing the fact that YES TV, stands for no compromises in terms of content. First we revived the French phrase “comme ci comme ca” by producing a catchy song, performed by a promising influencer. It took the country by storm: - 16M views on youtube (Israel population 8M) - 1ST place on radio stations charts - Phrase became part of everyday speech. Then we added an additional verse to the song, promoting YES: “The only TV that isn’t comme ci comme ca”. The results: nothing but “comme ci comme ca”.

Brand name: YES
Advertiser / client: YES
Product / service: Clip and Commercial
Campaign name: Comme-ci Comme-ca
Agency network: MCCANN WORLDGROUP
Agency: McCANN TEL AVIV
Additional company: McCANN
Production company: POV Productions
Executive creative director: Nadav Pressman
Creative director: Sigal Abudy
Art director: Mel Caspi
Copywriter: Gidi Shamir
Account director (agency): Adi Oren and Dafna Engel
Media director: Ortal Glazer, Eve Vasserman, Amir Maimon, Dina Portnoy and Einat Bitterman
Strategic planner / strategist: Orr Rachlevsky
Director: Shahar Segal
Post production: Broadcast
Additional company: ACCOUNT MANEGER DIRECTORS: Gal Sobol and Shelly Gabay VP PRODUCT : Neva Zerah