Unusual Suspect.

“Unusual Suspect” the advertising film from PAVILLON FRANCE thought up by LGM&co to give you big thrills while awakening your taste buds!

A disturbing film to draw attention

The French fishing sector has been experiencing a succession of unprecedented crises over the last three years: the consequences of Brexit, the soaring rise in energy costs, increasingly restrictive regulations, consumers distancing themselves from the fish counter, largely due to inflation...
To overcome these difficulties and stand against these cruel winds, PAVILLON FRANCE, the brand of French fishing products, fully realises the necessity of reviving consumers’ interest in these products, which are essential to our health and genuine pillars of our food sovereignty.

This is the purpose and the brief for this new film: an electro-shock, even if it means shocking the audience, to make the French, once again, want to buy and cook more seafood produce.

"Cooking fish won't kill you."

Drawing inspiration from some of the greatest references in cinema, including Jeffrey Dahmer, The Silence of the Lambs, Zodiac and The Usual Suspects, the film imagined by LGM&co raises red herrings on the tracks of a psychopathic serial killer, right up to the final reveal, which is both unexpected and delicious.

With the direction of Björn Rühmann, author of the mythical film “The Wind” (rewarded at Cannes Lions and Clio Awards), the film produced by Solab borrows all the codes of the genre one by one to plunge the viewer into a crescendo of unease. A squeaky trolley in a nearly deserted supermarket, a cashier with a slightly too insistent look in her eyes, a suburban bungalow that is almost too ordinary not to become sinister, very Dexter-esque latex gloves... every shot in the film is designed to build disquiet and anxiety.