La Croix not exactly what you believe

La Croix (English: “The Cross”), a daily French general-interest Roman Catholic newspaper, is tackling pre-conceived ideas about its identity with a commercial that challenges stereotypes relating to religion. La Croix wants to let people know that the content of the newspaper might not be exactly what people believe.

La Croix sport commercial

La Croix (English: The Cross) is a daily French general-interest Roman Catholic newspaper. It is published in Paris and distributed throughout France. It is not explicitly left or right on major political issues, rather adopting the Church’s position. However, La Croix ought not be seen as being a solely religious newspaper. Its topics are of general interest, including world news, the economy, religion and spirituality, parenting, culture and science.


The La Croix campaign was developed at BETC Paris by executive creative director Stéphane Xiberras, creative director Damien Bellon, art director Nicolas Prado, copywriter Clara Lafuente, general director Catherine Emprin, account manager Baptiste Lerousseau, strategic planner Alexandre Ben-Soussan, working with La Croix marketing team Arnaud Broustet, Nathalie Thannberger and Marie Clary.

Filming was shot by directors Blacktool via Rita Films with producer Elodie Andurand production manager and post producer Leila Geslain.

Sound was produced at Labo/LGM.