Cheaper by the douzaine

They’re narcistic, egocentric, loud and often grubby. But they’re also small with big eyes and are handy for perpetuating our species so – on balance – we tend to love ‘em. 

Plus, as this charming ad – created by Romance and directed by Rudi Rosenberg through Division – conveys, they can be kind of fun. 

Titled, Et moi? the naturalistically filmed spot follows a long-suffering mum and dad coping with the competitive ‘what about me-whining’ of their three kids as they maintain a near constant clamour for piggy backs, praise, sticking plasters, cuddly toys or rides in shopping trollies. 

Basically each child wants whatever their siblings have, regardless of its intrinsic value. 

All the ballyhoo is ultimately rewarded by the supermarket giving the parents a treat with discounts on everyday products awarded to larger clans. 

Seems in France you have to procreate to accumulate.