In creating stories, Raillard and Mokart don’t limit themselves to traditional advertising formats like the 30-second TV spot. They even produced a notorious music video – for Robbie Williams’s “Rock DJ” – in which the singer spoofs his boy-band image by stripping down, all the way to his skeleton, in a desperate attempt to attract the attention of a female DJ.

“It was like repositioning a brand,” Raillard said. “He was a bit cheesy.”

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