A rare bird for some, a curiosity for others, the copywriter fascinates as much as he disturbs. An essential link in the advertising chain, he exercises his talents as a gatherer of ideas, listening only to his instinct for survival. 

Significantly ill-suited to social life, he is nonetheless a remarkable craftsman. Capable of grasping in the apparent banality of things what they hold most precious. A seasoned spectator, he contemplates with a dreamy eye the daily ballet of the living in search of hidden meanings.

Still largely unknown to this day, the copywriter acts in the shadows, narrating stories of which he will never be the hero. A fate he shares with his other half, his creative alter ego, holding the equally epic title of artistic director.

Together, they are the messengers of a world made of logos not big enough and taglines that are too long. A world in perpetual creation, capricious, uncompromising, and often unfair. A world where ideas are born, flourish, and die.

Ideally sometimes, a miracle occurs. The idea becomes a concept, the concept an advertisement. If well executed, this advertisement will go out to meet its audience in the hope of being seen and loved.

And yet, advertising interests no one. The passerby surprised by the rain does not take refuge under a bus shelter to admire the curves of the new Guerlain muse. The faithful viewer does not sit down in front of his set to dine with his dairy friends. The office worker stuck in traffic does not turn on her radio to hear Bruce Willis talk about canine dentition. 

Yet, advertising continues to shape the urban landscape and our daily lives, even inserting itself into the intimacy of our homes like a neurotic old friend seeking attention. 

So why do we let it do so? Because, many times and despite its invasive nature, advertising touches us. Because beyond the commercial tales, it is first and foremost our story that advertising tells. The real advertising. The one that knows us better than anyone and that has fun with us about our misadventures and daily joys. 

Sincere, creative, and fair advertising, which gives more than it demands. Advertising that provides hope, smiles, beauty, and above all that makes us think and act for what truly matters.

A new conception of advertising, then, that we still have yet to write.