Thinkboxes March 2009 Winner: Boursin ‘Combine Harvester’ by RKCR/ Y&R

Boursin has returned to TV advertising after a 10-year absence, and resurrected its ‘Du pain, du vin, du Boursin’ strapline.

The soft-focus ad features a pair of French lovers frolicking in the countryside, bathed in the golden glow of late summer.

They chase each other across a field, before settling in the midst of the tall wheat, among dancing butterflies, for a romantic picnic. It looks to be an idyllic setting, but it is not to last. The camera pans out to reveal a combine harvester bearing down on the pair. The ad finishes simply with the endline ‘Fin’.

The TV campaign for the French soft-cheese brand follows its TV sponsorship of a number of ITV3 shows last year. It is intended to remind people about the Boursin product range and encourage a fresh generation of people to try the brand.


The “Du pain, du vin, du Boursin” strapline remains one of the most recognised in advertising; research indicated that consumers wanted it to stay. We have been amazed and extremely encouraged by the positive response to Boursin after 10 years off-air. It is the perfect time to remind people about the brand.

Ian Greengrass Marketing Director, Boursin

Client Ian Greengrass; Ad agency RKCR/Y&R; Creative team Nicola Hawes, Andy Forrest; Production company Hungry Man, Franco American Films; Director Steve Hudson 

Other ads on the podium

Lynx Bullet: Pocket Pulling Power  (2nd)

  • Creative agency Bartle Bogle Hegarty
  • Creative team William Gelner, Andre Massis, Jordan Kramer
  • Client Katie Lindridge
  • Production company Gorgeous Enterprises
  • Director Frank Budgen

Cravendale: Slurp (3rd)

  • Creative agency Wieden & Kennedy
  • Creative team Sam Heath, Frank Ginger, Sophie Lewis, Nicholla Longley
  • Client Jessica Hardcastle
  • Production company Nexus
  • Director Pic Pic and André

Also shortlisted

Aero: Skater

  • Creative agency JWT London
  • Creative team Bruno Xavier, Ronnie Vlcek
  • Client Katie Jordan
  • Production company Superstudio
  • Director Ty Evans

Visa: Bill

  • Creative agency Saatchi & Saatchi
  • Creative team Paul Silburn, Kate Stanners
  • Client Mariano Dima
  • Production company Academy
  • Director Joey Garfield 

Click here to see who won the previous award

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