• by Amy Corr  @MediaPostOTL, March 7, 2016

This is by far the quirkiest ad I've seen for a supermarket chain in quite some time. U, a supermarket chain in France, created a business model that benefits client, farmers and consumers. The brand's ultimate goal is to make the world a better place for the next generation. With that mantra in mind, U launched a 60-second TV spot where newborn babies sing, or scream cry if you want to be technical, the beloved Edith Piaf song, "La Vie en Rose." The ad cleverly weaves together the screams of newborns in one hospital. We're talking babies that are seconds old, babies in the maternity ward, babies getting a bath and babies in an elevator, leaving the hospital. They all have strong vocal chords and are not afraid to use them. "For happier generations tomorrow, let's shop responsibly today," closes the ad, seen here, and created by TBWA\Paris.