We tested the latest Canal+ ad by BETC

For four weeks, an artificial intelligence was exposed to a continuous stream of Canal+ content. This unprecedented experiment — initiated by Canal+ in collaboration with BETC and the Obvious collective — aimed to explore the emotional power of entertainment in the age of AI. The result: “R0_B0+”, a poetic and thought-provoking spot, both a love letter to creativity and a standout piece of advertising.

We wanted to take the experiment one step further.

We asked 10 synthetic airpanelists — highly educated French individuals aged 30 to 45 — to watch “R0_B0+” and tell us what they remembered, what they "felt", and what image they now associate with Canal+.

Here’s the video they watched:

And here’s a quick snapshot of the insights from the 20-page qualitative report generated by Airpanel, in just a few minutes:

An emotionally powerful ad that resonates broadly and unanimously

Despite their diverse professional and personal profiles (veterinarian, physician, software engineer, school principal, scientist, nurse), participants converged on a shared response: a mix of curiosity, fascination, and wonder. The central concept — an AI gaining emotional awareness through exposure to entertainment — was described as original, poetic, philosophical, and intellectually stimulating.

“I found the concept truly original. Using AI as a ‘test subject’ to explore the emotional impact of content — that’s a perspective I hadn’t seen in advertising before.”

Jean-Pierre, 45, software engineer simulated by AI

A fable of emotional awakening

Beyond its originality, the ad succeeds in establishing a strong emotional connection with viewers. It is perceived as a modern-day fable about the birth of emotions: the robot becomes the protagonist of a sentimental education, shaped by storytelling and fiction. Its initial “emotional innocence” allows viewers to relive — by proxy — the intensity and purity of first emotional discoveries.

“Surprisingly, I did feel a form of empathy. Maybe because I work with living beings who don’t speak but feel a lot. Seeing this robot, initially devoid of it all, open up to emotions — there’s something universal there. Somehow, it felt like witnessing a birth: the birth of emotional consciousness.”

Amélie, 38, veterinarian simulated by AI

A bold and artistic creative direction

From a production standpoint, the cinematic quality, elegant visual treatment, orchestral score, and robot design were widely praised. These elements contribute to the film’s distinctive, memorable atmosphere. The ad clearly breaks from conventional advertising codes, offering a more artistic, reflective experience. This uniqueness is a key source of perceived value. By avoiding clichés and not “taking the viewer for a fool” (Jean-Pierre), the brand flatters the viewer’s intelligence and aesthetic sensibility.

“Compared to other ads, this one stands apart. It doesn’t rely on cheap humor or a catchy jingle… It takes its time, sets a mood, and invites reflection — which is rare.”

Camille, 45, doctor simulated by AI

Canal+ gains depth and distinctiveness

The spot significantly enhances brand perception for all respondents. Canal+ is positioned as a provider of rich, high-quality content capable of eliciting deep and diverse emotions. The brand comes across as bold, creative, and aware of its cultural and emotional impact. The perceived qualities of the ad — intelligence, depth, originality — are effectively transferred to the brand itself. Canal+ is no longer just a broadcaster, but a curator of meaningful experiences, with cultural and philosophical depth. The brand narrative aligns with that of “original creation” and creative risk-taking, reinforcing its historic identity while modernizing it.

“I’ve always seen them as a brand with a strong creative identity. This ad only reinforces the impression of a company that dares and has a real artistic vision.”

Jean-Pierre, 45, software engineer simulated by AI

A demanding format — but worthwhile

Minor reservations concern the pacing of the opening sequence (perceived by some as slow or technical) or the abstract nature of the concept, which might be less accessible to broader audiences. However, these points are largely overshadowed by the overall enthusiasm.

"Maybe the beginning is a little slow to set up — it takes a moment to really grasp what’s going on." (Amélie)

"Some might find the concept a bit too abstract, but personally, I didn’t mind at all." (Julien)

A brand promise to fulfill

From a strategic perspective, this campaign is a powerful brand-building asset, reinforcing Canal+’s association with depth, quality, and intelligence. It speaks directly to an audience seeking enriching experiences that go beyond passive entertainment. The key challenge ahead for Canal+ will be to ensure that the brand promise—of emotionally and intellectually rewarding content—is fully embodied in its offering and user experience.

👉 Want to learn more?
Request the full research report to discover:

• Key strengths and potential weaknesses of the ad

• A psychosociological analysis of consumer perceptions

• A question-by-question breakdown of convergences and tensions

• Strategic recommendations for brand communication

CREDITS:
Advertiser: CANAL+
Client Leads: Émilie Pietrini, Céline Pontygayot, Camille Henault
Agency: BETC
Agency Leads : Mathilde Lançon, Adrien Bletton, Kenza Daoudi, Anna Cotard
Creative Director: Stéphane Xiberras
Executive Creative Director: Nicolas Lautier
Art Director: Natan Ritaly
Copywriters: Antoine Gauquelin, Corentin Salignat
Assistant Art Directors: Martin Causse, Juliette Peyre
Traffic Manager: Nina Kaufman
Editorial Strategy: Obvious Art
Cinematographer: Didier Daubeach
Set Designer: Antoine Lamperiere
Production Company: GPOP
TV Prod: Slim Trabelsi
Producer: Jacques-Étienne Stein
Production Assistants: Noé Bessis, Juliette Sardin
Sound Production: GUM
Post-Production: Clément Massu, Leïla Geslain
Photographer: François Roelants
Print Producer: Sarah Belhadj
Digital Producer: Diane Rakotomanana