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The film, created by agency Rosapark, mimics the Amazon video’s footage and script to challenge the brand’s outlook on services and technology. Practically a remake, it uses similar-looking actors dressed in the same outfits, and is shot in the same fashion frame-by-frame. The new ad disproves Amazon’s claim that you need an app, showing that you can get the same benefits without going to the extra trouble, and demonstrates that Monoprix has the upper hand when it comes to client services. Whereas Amazon used “computer vision, deep learning algorithms and sensor fusion” to come up with their idea, the French chain simply looked at their customer’s needs to develop this human technology.