One of the longest ads in this year’s FeelMore50, this love story from French supermarket Monoprix has a lot to look out for. There’s the story arc itself, which uses the popular trope of showing its characters as they grow up. There’s the confident use of Big Star’s cult hit “Thirteen” on the soundtrack. But for a marketer with System 1 decisions in mind, the key thing to notice is how well the ad uses Monoprix’ distinctive assets. The couple in the ad communicate via collages taken from the retailer’s own-brand products, turning product descriptions into statements of love. It’s a fantastic and highly original way to make Monoprix’ own-label offer more Fluent and distinctive for consumers.