VML presents "Skatebot", the new Charal brand film that completes the brand's advertising saga around its leitmotif Vivons Fort (Live Strong). The film features a group of young skaters and a robot that competes with them, highlighting that the ability to experience pleasure is what distinguishes humans from machines.

Skatebot nouveau film Charal
We wanted to continue building around the Vivons Fort brand platform and the essential pleasure that beef provides, with the quirky tone that characterizes the brand. Once again, this new copy, very much in tune with the times, places pleasure at the heart of what makes humans strong.

Stéphanie Berard-Gest

Marketing and Innovation Director, Charal

This creation infuses a more modern and urban vibe into Charal's Vivons Fort, at a time when robotics and AI are becoming increasingly integrated into our daily lives

Dimitri Guerassimov

Creative Director, VML France

The challenge is to continue building around the Vivons Fort brand platform and the essential pleasure that beef provides, with the quirky tone that characterizes the brand, while infusing a more modern and urban feel.

The return of skateboarding to the forefront of global pop culture, honored at the Paris 2024 Olympics, as well as the truth shared by the brand and humans in general, that our greatest strength is pleasure.

A film made with cutting-edge techniques based on A.I., integrating a photo-realistic A.I. character, broadcast in multiple formats on TV, digital and social media.

Strengthen Charal's image as a brand that values pleasure and the benefits of beef, while reaching a younger audience connected to current trends.

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