Mireille Mathieu

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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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In May 1974, Valéry Giscard d'Estaing became President of the Republic and wanted to bring about a new era of modernity. One of his first decisions was to break up the ORTF with the creation of three new television channels: TF1, Antenne 2 and FR3. Three new public channels but autonomous and competing. It is a race for the audience which is engaged then, and from now on the channels will make the war! This competition will give birth to a real golden age for television programs, with variety shows in the forefront. The stars of the song are going to invade the living rooms of the French for their biggest pleasure. This unedited documentary tells the story of the metamorphosis of this television of the early 1970s, between freedom of tone, scandals, political intrigues and programs that have become mythical.

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