Did the les enfants drink too much last night? Things get a bit ooh-la-la down at la plage? The Ministry of Health is trying to curb teenage drinking with an over-the-top spot about overindulgence.
The reaction? Number one: attempts to download the soundtrack (by Brazilian composer Silvano Michelino). Number two: indifference. Sounds like "Your Brain on Booze" isn't a particularly effective way to change behavior.
Well, the anti-booze campaign made quite a big impression at the Paris area multiplex where we saw it on a huge screen Monday. Gasping in the crowd? Not quite. People around us just imagined how much fun the actors had making it.