55 years ago, on October 1 1968, the first brand advertising spot appeared on the French television screen. Over the next three decades, thousands of creative little films would seduce and build our collective memory. Kitschy or cult spots, humor, slogans, music, stars, gimmicks, grand spectacle or sex appeal: during its golden age, how did advertising convince? Thierry Ardisson has brought together almost 400 advertising clips to relive the era of the conquest of minds and wallets.

55 years ago, on October 1 1968, the first brand advertising spot appeared on the French television screen. Over the next three decades, thousands of creative little films would seduce and build our collective memory. Kitschy or cult spots, humor, slogans, music, stars, gimmicks, grand spectacle or sex appeal: during its golden age, how did advertising convince? Thierry Ardisson has brought together almost 400 advertising clips to relive the era of the conquest of minds and wallets.

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Alex is a happy and fulfilling young man: he is a sportsman, he has a career, a fiancee, friends ... He comes from a family of three whose mother died recently. Has always been the pillar of the family, the "perfect" child. But after a short coma, he becomes sexually attracted by men ... This change of sexual orientation creates a shock wave with his clan.

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(Filmed at the Cannes Film Festival) We cannot think everything embedded in a single second, where innumerable pictures coincide; we can remember one of them and know about the others that they are there, yet we cannot conceive them, only a feeling of impenetrability, unknowability lingers (and a flame as well).

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Friends try to dissuade a suicidal man from jumping off a ledge, but they are not much better off than he is.

Friends try to dissuade a suicidal man from jumping off a ledge, but they are not much better off than he is.

A Southern stock-car driver puts his rising career in the hands of a race promoter.