In December, a 2½‑minute French supermarket advert titled “Unloved” (Le mal aimé) slipped into the holiday stream and immediately became a global sensation. The film follows a lonely wolf, feared by other forest animals, who decides to change his path.
A Tale of Transformation
Rather than hunting, the wolf learns to cook vegetables and brings a homemade dish to a Christmas feast. As he shares his meal, he slowly wins the friendship and acceptance of his forest neighbors. The story is told in a warm, painterly animated world that is bookended by live‑action scenes of a child soothed by the tale at Christmas.
Crafting a Hand‑Made Masterpiece
The advert was produced over months by a team of artists and animators who painstakingly shaped every gesture, expression and detail. According to Victor Chevalier, senior copywriter at Romance, the agency behind the ad, the success of “Unloved” lies in the pace of its making.
> “What makes the success of our commercial is that we took time,” Chevalier said.
He added, “AI cannot create stories,” Chevalier said. “We create stories.”
Creative director Julien Bon of Romance explained the emotional resonance:
> “It’s a transformative arc, a story of someone trying to transform himself to be better,” Bon told The Associated Press. “And that speaks to everyone.”
Viral Reach and Global Impact
Within days of its December debut, the film racked up hundreds of millions of worldwide views. Fans flooded social platforms with fan art, international praise and emotional posts. Viewers said the wolf’s journey echoed their own struggles with belonging.
The advert’s classic French pop soundtrack, “Le mal aimé” by Claude François, added a nostalgic touch that has also led to a surge in streams for the song as audiences rediscover it.
A Message Beyond Food
Intermarché’s raison d’être is selling groceries, but the makers say the aim was larger: to remind people of what unites us when the world feels fractured. The wolf’s leap from outsider to welcomed guest, Bon said, mirrors a collective yearning for empathy in an age of algorithm‑driven divides.
Deputy Managing Director at Romance, Maïté Orcasberro, summed it up:
> “It’s not really about food,” Orcasberro said. “It’s about being understood.”
Key Takeaways
- The 2½‑minute film “Unloved” tells a story of a wolf learning to cook and earn acceptance.
- Hand‑crafted animation over months and a classic French pop song contributed to its emotional impact.
- The advert has amassed hundreds of millions of views and sparked global conversations about empathy.
The commercial’s viral trajectory shows no sign of slowing. On social platforms from Europe to the U.S., viewers share versions with subtitles, post reactions, and some say they wish “Unloved” were a full feature rather than a two‑minute advert. For a supermarket ad in 2025, it is a rare kind of impact, suggesting an appetite not just for spectacle but for stories that still feel human‑made.
Morgan J. Carter is a Texas-based journalist covering breaking news, local government, public safety, and community developments across Austin. With more than six years of reporting experience, Morgan focuses on delivering accurate, clear, and timely stories that reflect the fast-moving pulse of the city.
At newsofaustin.com, Morgan reports on everything from severe weather alerts and traffic updates to city council decisions, crime reports, and the issues shaping daily life in Austin. Known for reliable fact-checking and a strong commitment to public-interest journalism, Morgan brings readers the information they need to stay informed and engaged.
When not tracking a developing story, Morgan enjoys exploring Austin’s neighborhoods, attending local events, and connecting with residents to share the voices and experiences that define the community.
