ELECTRO DEPOT - ELECTRO DEPOT reveals its model with Bérangère, Edouard and Dentsu Creative

ELECTRO DEPOT is unveiling its new campaign created by Dentsu Creative, marking a strategic evolution in its communication territory. The brand lifts the curtain on the inner workings of its unique model, built on a simple promise: delivering quality and low prices by doing things differently.

The campaign features an unexpected duo: Bérangère and Edouard, a refined upper‑class couple who discover the world of ELECTRO DEPOT with surprise and enthusiasm. A store they had never heard of becomes a true hidden gem—far removed from their usual standards.

Through two humorous, contrast‑filled films, the brand shines a light on the foundations of its cash‑and‑carry model:

• Self‑service, presented as a direct, simple, and efficient experience.
• A reduced assortment, conceived as a rigorous selection of essential products, without the superfluous.

This campaign marks a key milestone in ELECTRO DEPOT’s ambition: becoming a brand that serves the everyday needs of French consumers, establishing itself as the responsible low‑cost leader within the specialized retail sector.

Dentsu Creative is supporting this transformation with a strategic and creative approach, building a distinctive, accessible, and impactful brand territory. The agency reaffirms its commitment to creating useful brands that reflect consumer habits and expectations, blending creative storytelling and innovation.

THE COMEDY

The comedic power of these films is rooted in a simple, universal principle: the collision of two worlds that should never have crossed paths. On one side, Bérangère and Edouard—a refined bourgeois couple accustomed to comfort and elegance. On the other, ELECTRO DEPOT’s direct, clever, and no‑frills model. The encounter between these two universes creates a delicious contrast, in the spirit of great French popular comedies.

Initially unsettled, our protagonists gradually let themselves be surprised, charmed, and eventually drawn into an unexpected experience—one they end up enjoying with contagious delight.

“The challenge in directing these comedies was immense. The strength of the casting and the precision of the acting make all the difference. With Fanny, the director, we wanted this original and offbeat couple to also feel deeply connected to our times,” says Sébastien ZANINI, CCO of Dentsu Creative France.

To watch the films, click here:
https://www.youtube.com/watch?v=JCdG6vJjnKc

CAMPAIGN ROLLOUT

The campaign, orchestrated by Havas Media, is unfolding in two key phases. A first wave ran on TV from August 11 to 24, supported by VOL until September 7. The second wave, scheduled between late October and early November, will reinforce visibility during a strategic period.

The media plan centers on two short 20‑second TV spots designed to capture attention quickly and effectively. This marks the beginning of a new chapter for ELECTRO DEPOT.

​