Duolingo’s new campaign “Real Emily’s in Paris want you to learn french” by BETC cheekily pokes fun at Netflix smash Emily In Paris.
If you haven’t watched Emly In Paris, then you are missing out on watching an American girl prance around Paris knowing very little french, taking snaps for her social media gig and occasionally falling in love.
Honestly, it’s utter trash and yet it’s a delicious series that is hard not to love.
Naturally, critics have been hard on Emily In Paris and pointed out things like how could she afford to live in Paris on a social media salary? Or discussed how Emily doesn’t seem to even try to learn French – stuff that honestly no viewer of Emly In Paris cares about.
So the geniuses at BETC decided to take advantage of the criticism and put together a charming campaign for the language learning app Dulignos.
Getting the ‘Emily’s of Paris to encourage visitors to actually learn French – so they aren’t as annoying as Emily in Emily In Paris.
The commercial is charming, culturally relevant and just plain old fashion fun.
BETC creative director David Martin Angelus told Creative Review, “It’s always more entertaining when brands interact with culture instead of trying just to sell you their product.”
The campaign was also cleverly launched to coincide with the latest season of Emily In Paris and viewers that shared Emily’s namesake were offered a month free of Duolingo Plus.
You can’t say the creative team didn’t think of anything!
Credits:
Agency: BETC
Creative Directors: Stephane Xiberras, David Martin Angelus
Art Directors: Moritz Maus, Erika Reyes
Production Company: Maison Pop
