CANAL+ dances with cinema in new global brand campaign

CANAL+ has launched TANGO, its first multi-territory brand campaign dedicated entirely to cinema, reinforcing its long-standing relationship with the film industry.

The campaign positions the broadcaster as a central partner in the creative life of films, using a dance allegory to express its connection to the seventh art.

As a leading supporter of cinema in France, CANAL+ uses TANGO to underline the role it plays throughout the creative process, from development to audience reach. The work frames this relationship as a magnetic exchange between the brand and filmmakers.

A cinematic allegory for brand positioning

The campaign was conceived by BETC Paris and directed by Pierre from the creative duo We Are From LA, known for their work on Pharrell Williams’ Happy music video. Through choreography and visual storytelling, TANGO presents cinema as a shared movement between creators and CANAL+, highlighting collaboration rather than promotion.

The creative approach is designed to resonate beyond a single market, supporting CANAL+’s ambition to communicate its cinema credentials across multiple territories with a consistent brand narrative.

Broad media rollout across markets

The campaign is supported by an extensive media plan expected to reach 168 million contacts in mainland France, delivering more than 90 percent overall coverage. Television placements run from December 14 to 31 in a 45-second format, while digital activity runs from December 15 to 31 in 30- and 60-second versions.

Cinema placements run from December 17 to January 6, 2026, in a 90-second format. Beyond mainland France, the campaign will also air in France’s overseas departments and regions, as well as in Switzerland and Poland, beginning at the end of December.

With TANGO, CANAL+ signals its commitment to cinema through a unified creative statement designed to travel across platforms and borders, reinforcing its positioning as a long-term partner to filmmakers and the wider film industry.

www.canalplus.com

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