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

You might also like

Breaking ads

We update this gallery weekly with a collection of the latest and best ads breaking on TV.


The best ads from the Super Bowl 2022

The biggest moment in the annual global sports calendar, our gallery showcases the best TV ad creativity from the big day.


Great TV creative from around the world in 2021

The best in TV advertising creative from around the world according to Thinkbox's Associate members.