How Intermarché’s viral French ad turned a wolf story into a global moment

Highlights

• Intermarché’s Christmas film “Unloved” gains global attention within days of release
  
• The animated short tells the story of a feared wolf seeking acceptance
  
• Creators credit hand-crafted storytelling for the emotional response
  

A modest Christmas commercial from a French supermarket is resonating far beyond its home market, turning a two-and-a-half-minute animated film into a global talking point.

“Unloved” (Le mal aimé), created for Intermarché, centers on a lonely wolf shunned by other animals in the forest. Rather than following his predatory instincts, the wolf learns to cook vegetables and arrives at a Christmas feast bearing a homemade dish. Over time, suspicion gives way to warmth, and the outsider finds a place among the group.

The film opens and closes with live-action scenes of a child being comforted by the story during the holidays, framing the animated tale as both a bedtime fable and a reflection on belonging.

A simple story with wide reach

Since its debut in early December, the film draws hundreds of millions of views worldwide. Fans share subtitled versions across social platforms, create artwork inspired by the wolf, and post emotional reactions linking the character’s journey to their own experiences of exclusion or reinvention.

What begins as a gentle fairy tale quickly connects with audiences well beyond France, many of whom say the story feels personal.

Creators point to emotion over technique

Julien Bon, creative director at Romance, the agency behind the campaign, says the response stems from the film’s emotional arc. He describes it as a story of self-transformation, one that reflects a desire to be better and to be accepted.

Romance senior copywriter Victor Chevalier says viewers respond to the care behind the project. In contrast to faster, more automated advertising, he says the team focused on crafting a story rooted in human feeling.

The commercial is developed over several months, with animators shaping every movement and expression by hand. That slower process, Chevalier adds, allows the emotion to settle rather than rush.

- YouTube YouTube/ Romance Agency

Traditional artistry finds new fans

Online praise often highlights the film’s painterly animation style, which stands apart from many glossy holiday campaigns released this year. Viewers describe the short as warm and intimate, with a texture that feels deliberately made rather than assembled.

Music also plays a role. The use of Claude François’ classic French pop song “Le mal aimé” adds a layer of nostalgia, prompting renewed interest in the track and boosting its streaming numbers.

More than a grocery ad

While the campaign promotes a supermarket, its creators say the message reaches beyond food. Bon explains that the wolf’s journey mirrors a broader longing for empathy at a time when many feel divided.

Maïté Orcasberro, deputy managing director at Romance, echoes that idea, saying the film is ultimately about recognition and understanding rather than products.

As “Unloved” continues to circulate online, some viewers say they wish it were a full-length film rather than a brief advertisement. For a supermarket commercial released in 2025, its reception suggests that audiences still respond strongly to simple stories told with care.