Capital Magazine Pretenders Talking

Capital Magazine in France asserted the importance of credible objective reporting in “The Pretenders”, a print advertising campaign launched in 2009. The campaign shows men who speak from a biased point of view. A fishmonger tells us that fish are becoming overpriced. A Chinese leader tells us that counterfeits no longer exist in his country. An oil baron tells us that the electric car has no future. A priest tells us that abortions are a real drain on health department funds. A worker tells us that it’s now or never if we want to invest in real estate. George Bush Snr tells us that the last President did a great job. The byline: “Before you begin listening ask yourself who’s talking”. “Pour savoir de quoi on vous parle, demandez-vous qui vous parle”.

Capital Magazine Emir

Capital Magazine Worker

Capital Magazine Priest

Capital Magazine Chinese

Capital Magazine Butcher

Click on the image below to play the video.


The Pretenders campaign was developed at Y&R Paris by creative directors Les Six, copywriter Josselin Pacreau, art director Sebastien Guinet, photographer Sylvain Bardin, art buyers Claire Nicaise-Schindler and Sandrine Bellanger.

Filed under: Commercials, Print

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