What was this ad spot signed by LICRA and broadcast last night before France/Israel on TF1, at the initiative of the host of Arthur and the CEO of Publicis Maurice Lévy? Watch its full version

If you watched the France/Israel match on TF1 last night you may have been surprised by an advertising campaign broadcast just before the match. An awareness spot around anti-Semitism in France and its consequences in society. It is signed by the International League against Racism and Anti-Semitism (Licra), Maurice Lévy, chairman of the supervisory board of Publicis, and the producer and host Arthur.

This spot had already been broadcast once, before another sporting event, since it was during the Euro 2024 final on M6.

Produced in partnership with Publicis, shows the repercussions of October 7 on a French Jewish family. The latter will gradually try to hide anything that could designate its members as Jewish – a Mezuzah at the door, a name on the mailbox or on the delivery platforms.

“Since October 7, we have seen an exponential increase in anti-Semitic comments and acts on social networks as well as in daily life,” underlines Mario Stasi, president of Licra, referring to a “frightening liberation and trivialization.” Faced with this observation, “we decided to launch a campaign which will last several years and whose founding act is this film which I hope will raise awareness”.